Mapping digital marketing configurations for customer satisfaction: A morphological analysis with evidence from Japan
Abstract
Digital marketing effectiveness varies across cultural contexts, yet most research examines individual tactics rather than integrated configurations. This paper applies morphological analysis to identify how combinations of digital marketing practices influence customer satisfaction in Japan. Seven dimensions are mapped: content, channels, personalisation, response time, tone, trust/consent and loyalty. These form the basis for generating and assessing strategic configurations. Four culturally feasible configurations emerge: trust-driven omni-channel engagement, community-oriented emotional connection, efficiency-focused digital service and hybrid politeness with innovation. Three cultural filters shape consumer responses: risk aversion, collectivism and politeness norms. The paper offers a configuration-based and culturally grounded account of digital marketing effectiveness with practical guidance for firms operating in Japan. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
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Author's Biography
Xuan Chen is a researcher in design, user experience and digital marketing. She holds a master’s degree in formative design from Tokyo Zokei University, where she examined how design influences customer psychology and behaviour. She has worked in user-experience and digital-marketing consultancy, focusing on customer-relationship management and strategic digital practice for major Japanese corporations. Her research explores how cultural contexts shape consumer perception, satisfaction and loyalty in digital environments. She also examines how design methodologies can support customer-centred and culturally sensitive marketing solutions. Her current work spans design thinking, digital transformation and cross-cultural consumer insight for academic and industry audiences.
Citation
Chen, Xuan (2026, September 1). Mapping digital marketing configurations for customer satisfaction: A morphological analysis with evidence from Japan. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 12, Issue 2. https://doi.org/10.69554/BWPX2818.
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