Optimizing Personalized Outreach Strategies to Drive Consumer Engagement: Insights from the Banking Sector of Saudi Arabia

Abstract

Analysing the significance of customised marketing in enhancing client loyalty has become increasingly essential in the competitive banking industry. This study examines the influence of tailored marketing communication on customer loyalty in Saudi Arabia's banking sector, emphasising customer happiness and trust as mediating factors. Furthermore, it assesses the impact of culture and geographical location as moderating variables. The study utilises a sample of 450 bank customers and employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the provided hypotheses, examining the impact of customised marketing on satisfaction, trust, and loyalty. The results indicate that customer contentment and trust act as intermediaries in the connection between personalised marketing and client loyalty. This indicates that Saudi banks can improve client loyalty and attain sustained profitability by focused and culturally pertinent marketing messages. The study emphasises the necessity of implementing advanced data analytics and customer relationship management (CRM) technologies to create enhanced and more engaging customer experiences. The recommendations are particularly valuable for policy development within the banking sector, emphasising the integration of cultural considerations specific to Saudi Arabia to strengthen customer loyalty.