THE EFFECTS OF DIGITAL MARKETING COMMuNICATION ON CuSTOMER LOyALTy: AN INTEGRATIvE MODEL AND RESEARCH PROPOSITIONS
نویسنده
چکیده
The cost efficiency and diversity of digital channels facilitate marketers’ frequent and interactive communication with their customers. Digital channels like the Internet, email, mobile phones and digital television offer new prospects to cultivate customer relationships. However, there are a few models explaining how digital marketing communication (DMC) works from a relationship marketing perspective, especially for cultivating customer loyalty. In this paper, we draw together previous research into an integrative conceptual model that explains how the key elements of DMC frequency and content of brand communication, personalization, and interactivity can lead to improved customer value, commitment, and loyalty.
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