The Effects of Personalized Marketing on the Loyalty of Digital Marketing Platform Users on Mobile Phones in Bangkok Metropolis
Article Sidebar
Main Article Content
Abstract
This research article aims to examines (1) the effects of personalized marketing on customer satisfaction and customer loyalty and examines (2) the effects of customer satisfaction on customer loyalty of the digital marketing platform users on mobile phones in Bangkok Metropolis. By employing both qualitative and quantitative research techniques with a pilot study using qualitative data, obtained using the technique of interview with ten executives, experts, and supervisors. Quantitative data were obtained from 400 digital marketing platform users. Quantitative data were analyzed using the structural equation model (SEM) and a computer program. Findings are as follows: Personalized marketing affected customer loyalty but it did not affect customer satisfaction at a statistically significant level on customer satisfaction. Customer satisfaction did not affect customer loyalty at a statistically significant level on customer loyalty, respectively. Research value: Executives in the e-commerce industry in Thailand can apply the research findings appropriately with the characteristics of business in order to raise the quality level in a continuous manner in the future.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
Agyeiwaah, E., Dayour, F., & Zhou, Y. (2022). How does employee commitment impact customers' attitudinal loyalty?. Journal of Hospitality and Tourism Insights, 5(2), 350-376.
Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., & Zhang, Z. J. (2022). Putting one-to-one marketing to work: Personalization, customization, and customer experience. Journal of Marketing, 86(3), 1-23.
Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service Personalization and Loyalty. Journal of Services Marketing, 20, 391-403.
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529-1562.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Creswell, J. W. (2015). Research design: Qualitative, quantitative and mixed methods approaches (3rd ed.). Sage.
Customer Think. (2023). How digital transformation drove customer loyalty during the pandemic and how to keep that loyalty now. Retrieved from https://www.customerthink.com
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.
Hair, J. R., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Essex. Pearson
Heaslip, E. (2023). How the pandemic has changed customer loyalty. US Chamber of Commerce. Retrieved from https://www.uschamber.com
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data & Network Science, 6(2), 477–486.
Kim, Y., Wang, Q., & Roh, T. (2021). Do information and service quality affect perceived privacy protection, satisfaction, and loyalty? Evidence from a Chinese O2O-based mobile shopping application. Telematics and informatics, 56, 101483.
Lee, S. Y., & Lee, K. H. (2020). The impact of cultural relevance on the effectiveness of personalized marketing during the COVID-19 pandemic in Southeast Asia. Journal of Consumer Research, 47(6), 1234-1250.
Mahitthiwanitcha, N. (2020). Comparing the advantages between marketplace and e-commerce of brands (By Priceza). Retrieved from https://www.twfdigital.com/blog/2020/08/marketplace-vs-brand-e-commerce-website/
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300.
Muangtum, N. (2020). Personalized marketing. AMARIN.
Nguyen, T. N., & Simkin, L. (2020). Price sensitivity during economic uncertainty: Implications for personalization strategies in digital marketplaces. International Journal of Market Research, 62(5), 548-565.
Nyagadza, B., Mazuruse, G., Muposhi, A., & Chigora, F. (2022). Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: Perspectives from Zimbabwe. Tourism Critiques: Practice and Theory, 3(1), 42-71.
Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. Irwin-McGraw-Hill.
Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2017). Online determinants of e-customer satisfaction: Application to website purchases in tourism. Service Business, 11(2), 375-403.
Rita, P., Oliveira, T., & Faris, A. (2019). Understanding customer satisfaction in digital marketplaces: A focus on design, security, and fulfillment. Journal of Retailing and Consumer Services, 50, 67-74.
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of marketing science, 47(3), 369-393.
Tandon, A., Tandon, A., & Hassan, Y. (2021). Examining the role of perceived personalization and privacy concerns in driving online purchase intent during the COVID-19 pandemic. Journal of Retailing and Consumer Services, 59, 102351.
Tech, J. E. T. (2020). The influence of online food delivery service quality on customer satisfaction and customer loyalty: The role of personal innovativeness. Journal of Environmental Treatment Techniques, 8(1), 6-12.
Thai Programmer Association. (2018). Restaurant Food Menu. Retrieved from https://thaiprogrammer.org/lander?oref=https%3A%2F%2Fwww.bing.com%2F
Tirakanant, S. (2014). Research methodology in social science: Approach to action (12th ed). Chulalongkorn University Press. [in Thai]
United Nations Conference on Trade and Development. (UNCTAD). (2023). Consumer trust in the digital economy: The case for online dispute resolution. Retrieved from https://unctad.org/meeting/consumer-trust-digital-economy-case-online-dispute-resolution
Voss, C., & Hsuan, J. (2021). Service architecture and modularity: The application of product architecture concepts to services. Journal of Operations Management, 67(1), 1-18.
Weber, P. S., & Juhlin, J. (2021). Factors that affect consumer behavior towards streaming and TV Services. Master’s Thesis in Business Administration. Mälardalen University
