ENHANCING SERVICE QUALITY THROUGH MARKETING AUTOMATION: IMPLICATIONS FOR THE DIGITAL ECONOMY

The paper aims to explore the impact of marketing automation on service quality within the context of the digital economy. As contemporary businesses increasingly implement automated marketing tools to enhance customer satisfaction and operational efficiency, understanding their influence on perceived service quality becomes a significant topic. To address this issue, the study uses the SERVQUAL model to measure the five key dimensions of service quality from the perspective of marketing automation: tangibility, reliability, responsiveness, assurance and empathy. A quantitative research approach was adopted, utilizing descriptive statistics and a regression model to analyse data collected from a sample of 155 service users in the Republic of Serbia. In addition, the research analyses differences in satisfaction levels across various service industries, including financial services, hospitality, healthcare and telecommunications. The findings indicate statistically significant relationships between marketing automation and several dimensions of service quality, suggesting that automation can positively influence customer perceptions when implemented effectively. This study contributes to the theory on digital transformation in services and offers practical implications for businesses seeking to implement marketing automation tools to enhance customer experience.