مجلة افاق علوم الادارة والاقتصاد
Volume 9, Numéro 1, Pages 408-423
2025-06-30

The Impact Of Auditing Marketing Function Programs On Customer Satisfaction: An Analytical Study Of Leading Global Experiences



Authors : Djari Salah . Yahiaoui Moufida .

Abstract

This study explores the significant effect of marketing audits on customer satisfaction and their impact on optimizing marketing performance. Analysing Amazon and Apple, the findings reveal that these audits improve product and service quality, fostering customer loyalty. Amazon leverages big data analytics and artificial intelligence to refine user interactions, while Apple prioritizes innovation in user experience and loyalty programs. Furthermore, the study underscores the necessity of continuous marketing audits to adapt to evolving customer expectations and advocates for their integration with digital transformation to achieve sustainable competitive advantage.

Keywords

Marketing audit ; Customer satisfaction ; Loyalty ; Digital transformation

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