Rise of Digital Media to Triumph Brand Loyalty

Syed Hasnain Alam Kazmi, Syed Imran Zaman, Abdul Wahab and Kou Yan

MPRA Paper from University Library of Munich, Germany

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.

Keywords: customer engagement; customer satisfaction; customer loyalty; repeat purchase (search for similar items in EconPapers)
JEL-codes: A10 M15 M31 O14 (search for similar items in EconPapers)
Date: 2018-08-26
New Economics Papers: this item is included in nep-cul, nep-ipr and nep-pay
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in International Conference on Intelligent Human-Machine Systems and Cybernetics (IHMSC) 10.1(2018): pp. 297-300

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