Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship

The Mediating Role of Quality Services in the Relationship between Internal Marketing and Customer Satisfaction

This study was conducted in 2016 with the aim of studying the mediating role of quality services in the relationship between state marketing and customer satisfaction. The population of this study includes all staff and customers of Melli Bank of Shiraz; that among these, 150 people were selected by simple random sampling method. Reliability was confirmed by Cronbach's alpha and composite relia...

Customer Agility, Smart Shopping Apps, and Its Implications: Customer Relationship Management Systems in Digital Age

The Review of the Effectivity of the Augmented Reality Experiential Marketing Tool in Customer Engagement

This research paper intends to discuss on how Augmented Reality Experiential Marketing is used to stay connected with customers more effectively with hi-technological equipment in associating the customer with a brand. Moreover, this paper pinpoints the advantages of using AREM to generate effective connection in gaining customers’ attention. It will also highlight how AREM will attract possibl...

E-relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic customer relationship management (e CRM) has forced marketing managers to re-evaluate how, when and to what extent they interact with their customers. This paper is focused on the role of specific marketing concepts and how e CRM has enhanced or altered each concept. Every topic discussed is illustr...

Explaining Online Customer Repurchase Intentions from a Relationship-Marketing Perspective: An Integration of the 4Rs Marketing Strategy and Customer Trust

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies ...