MEDIATED MODEL OF DIGITALIZED CORPORATIONS IN THE CONTEXT OF PRICE FAIRNESS AND CUSTOMER PERCEIVED QUALITY

Abstract Purpose of the study: This research is conducted on the digital marketing industry flourished by digitalized corporations, based on their websites and different social media channels. In this study, we tried to determine the behavior of digitalized corporations in the context of price fairness and customer perceived quality. We also examined the trust of the digitalized corporations, satisfaction, and loyalty with the online portals. Methodology: This study uses cross-sectional data of CEOs and other authorities of digitalized corporations. SPSS version 22 and AMOS version 21 are used for data analysis. Data is collected by distributing 400 questionnaires for this quantitative study. The convenience sampling technique is used for data collection. Main Findings: After analyzing the collected data, we found that price fairness is a more favorable factor than customer perceived quality. Trust and customer satisfaction are also important factors to generate loyalty. If online portals make their policies friendly for the digitalized corporations in pricing, they can get many customers on their platform. Hence, they can get a high volume of business opportunities. Novelty/Originality of the study: The previous research regarding social media is generally based on consumers’ behavior in favor of digitalized corporations, while we examined digitalized corporations' behavior regarding digital marketing techniques in the Pakistani context. The relationship between online portals and digitalized corporations was investigated. Applications of the study: This study is significant for the digitalized corporations in observing the fair dealing of online portals in the context of perceived quality and fair pricing. Then digitalized corporations develop trust with these portals and finally become loyal. This study recommends online portals focus on their pricing policies to enhance customer satisfaction.