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Rise of Digital Media to Triumph Brand Loyalty

Author

Listed:
  • Alam Kazmi, Syed Hasnain
  • Zaman, Syed Imran
  • Wahab, Abdul
  • Yan, Kou

Abstract

Modern era of management has seen a rise in the level of customer engagement, which was not that much of importance earlier. Earlier, brands tend to compete on the products or service they offer. In the recent digital era, it is much more than what a brand has to offer. The emergence of digital media has boosted the importance of customer engagement. Now, customers can easily get in touch with the companies through digital channels. Corporations use these channels to let customers aware about their offerings, ask for suggestions and recommendations, and solve the queries of the customers. This research is focus on ascertaining the relationship between customer engagement, customer satisfaction, and customer loyalty, and to identify how these factors impacts the repeat purchases in telecommunication sector. The research is based on descriptive research design; quantitative research design was trailed for questionnaire developing 5-point Likert scale technique.

Suggested Citation

  • Alam Kazmi, Syed Hasnain & Zaman, Syed Imran & Wahab, Abdul & Yan, Kou, 2018. "Rise of Digital Media to Triumph Brand Loyalty," MPRA Paper 96033, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:96033
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    File URL: https://mpra.ub.uni-muenchen.de/96033/1/MPRA_paper_96033.pdf
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    References listed on IDEAS

    as
    1. Catherine Demangeot & Amanda J. Broderick, 2016. "Engaging customers during a website visit: a model of website customer engagement," Post-Print hal-01562986, HAL.
    2. Cassandra France & Bill Merrilees & Dale Miller, 2016. "An integrated model of customer-brand engagement: Drivers and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 119-136, March.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Terri Friedline & Zibei Chen, 2021. "Digital redlining and the fintech marketplace: Evidence from US zip codes," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 366-388, June.

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    More about this item

    Keywords

    customer engagement; customer satisfaction; customer loyalty; repeat purchase;
    All these keywords.

    JEL classification:

    • A10 - General Economics and Teaching - - General Economics - - - General
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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