Digital Dialogic Communication: How Does Genuine Dialogue Shape Customer Retention?

Tanja Kostner ()
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Tanja Kostner: University of Applied Sciences

A chapter in Conference Proceedings Trends in Business Communication 2022, 2023, pp 127-138 from Springer

Abstract: Abstract Marketing and PR managers have recognized the potential of digital dialogues. Both disciplines want to form relationships with stakeholders. However, the competence overlap of PR and marketing is not supported by research results. While PR tests dialogues for authenticity, marketing examines the impact of dialogue marketing on customer retention. The goal of this paper is to combine the concepts of PR and marketing. It explores how customers perceive digital dialogues and how this shapes their customer retention. The study resulted in the following hypotheses: (1) Expectations of the dialogue determine whether it is perceived as authentic and evaluated as satisfactory. (2) The basic expectation of the dialogue is a goal fulfillment/problem solution. If these are fulfilled, overall satisfaction and satisfaction with the dialogue can be assured. (3) Goal fulfillment/problem solving is critical to customer satisfaction.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40619-6_9

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DOI: 10.1007/978-3-658-40619-6_9

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