The Impact of Digital Marketing Mix Strategies on Enhancing Customer Loyalty at Bank of Palestine from Their Perspective: The Moderating Role of Brand Image

Abstract

This study investigates the impact of digital marketing mix strategies on enhancing customer loyalty toward the Bank of Palestine from the customers’ perspective, with a focus on the moderating role of brand image. To address this objective, a descriptive–analytical methodology was employed, and the research instruments were administered to a convenience sample of 383 customers of the Bank of Palestine located in the governorates of Nablus, Salfit, and Ramallah & Al-Bireh. The researcher utilized a structured questionnaire composed of three main scales: digital marketing mix strategies, customer loyalty, and brand image. Data were analyzed using SPSS and SmartPLS 4 software. The findings indicated that the overall implementation level of digital marketing mix strategies, as perceived by customers, was high, with a mean score of 3.96 and a relative importance of 79.2%. Among the dimensions, the digital product dimension ranked highest (mean = 4.10; relative importance = 81.9%), while the digital promotion dimension recorded the lowest mean (3.80; relative importance = 76%), though still within the high range. Results also revealed a high level of customer loyalty toward the Bank of Palestine (mean = 3.90; relative importance = 78.1%) and a similarly high level of brand image (mean = 3.97; relative importance = 79.4%). Furthermore, the study found a positive and statistically significant effect of digital marketing mix strategies, across all dimensions combined, on customer loyalty. The brand image variable also demonstrated a positive and statistically significant direct effect on customer loyalty. However, the results indicated that brand image does not play a moderating role in the relationship between digital marketing mix strategies and customer loyalty at the Bank of Palestine. Based on these findings, the study recommends that the Bank of Palestine continue to develop innovative digital banking solutions and strengthen its values of credibility and social responsibility. Such efforts are essential for sustaining a strong brand image and further enhancing customer loyalty.