Measuring the Effectiveness of E-mail Direct Marketing in Building Customer Relationship

Beoordeling: 

Nog geen stemmen

Beschrijving: 

The objective of the study is to examine how response data from direct marketing email campaigns could be utilized in measuring the development of a customer relationship in the context of an end-user loyalty program. The case analysed in the study is Club Sony Ericsson e-mail campaigns targeted at its registered members. The primary research problem covered in the study is “how can e-mail direct marketing results be measured by using Club Sony Ericsson existing campaign response and customer data?” In order to gain understanding of the role of e-mail direct marketing campaigns in a loyalty program, a framework is created around the concept of customer relationship. As a form of interactive marketing, e-mail direct marketing contributes to relationship development by providing a channel for dialogue that consists of both communication as well as interaction. The empirical study is conducted by using a quantitative research method.

Onderwerp: 
Identifier: 
http://www.ccsenet.org/journal/index.php/ijms/article/download/5967/4760
Type: 
Tekst
Maker: 
Abdel Baset I. Hasouneh,Marzouq Ayed Alqeed
Uitgever: 
International Journal of Marketing Studies
Format: 
pdf
Taal: 
en
Datum: 
2010
Rechten: 
Open Access