Understanding Customer Engagement and Satisfaction through WhatsApp Automation in Digital Marketing
Dishna Sai1*, Lokesh G2
Abstract
In the digital marketing environment, businesses are increasingly adopting automation tools to improve customer communication and engagement. WhatsApp automation has emerged as an effective digital marketing tool due to its real-time, interactive, and personalised communication capabilities. This study examines the role of WhatsApp automation in enhancing customer engagement and satisfaction. A descriptive research design was adopted, and primary data were collected through a structured questionnaire administered to 55 respondents who had experience interacting with businesses via automated WhatsApp communication. The findings indicate that features such as automated replies, reminders, notifications, and order updates significantly improve communication efficiency and customer satisfaction. The study highlights that timely and relevant automated interactions strengthen customer engagement when implemented appropriately. The research concludes that WhatsApp automation is a valuable digital marketing tool, particularly for small and medium-sized businesses, to enhance customer experience and maintain effective communication while reducing manual effort.
Keywords:
WhatsApp Automation, Digital Marketing, Customer Satisfaction, Customer Engagement, Marketing Automation, Automated Communication, Real-Time Communication
