Linking the potentials of customer behavior focused digital marketing technologies and entrepreneurship growth: Developing an analytical hierarchy process framework of business growth supported by digital marketing technologies

Abstract

The contemporary customers are positioned as the complex and constantly changing nature of market that challenges entrepreneurs. Adequate Understanding this nature would bring a profit and overall progress of both the company business and the individuals inside the company. In addition to this, customer impulsive buying behavior is one of the most important factors that need to be considered in making the correct decision and taking right actions. Thus, the paper fits in this context by proposing the economic and marketing framework connected with complex analysis of customer purchasing habits. Literature review and stakeholder interview-based analysis of the link between the impact of digital marketing technologies and entrepreneurial challenges and growth areas result in the identification of criteria that influence to both customers buying behavior and digital marketing strategies. Good solution to the problem of evaluating impulsive customer buying behavior, we propose the Analytical Hierarchical Process (AHP) method which has strong mathematical base by utilizing those criteria useful to develop entrepreneurial areas and digital marketing tactics connected to the business growth. This method is used to make quality customer buying behavior and marketing technology evaluation and selection of the best marketing technology and the most important factors that influence highly customer buying behavior, in case of entrepreneurship development.