Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

Ekhlassi, Amir

doi:10.7763/ijiee.2012.v2.202

Cited by 10 publications

(13 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Communication (IMC) Ekhlassi et al (2012) study the suitable media for each customer relationship stage (customer acquisition, retention, and development) and found that communication was the key success to every relationship. They used Duncan and Ouwersloot (2008) concept of customer acquisition, in which new companies and products should focus their marketing efforts, that is gained by IMC and advertising, on customer acquisitions, in order to build awareness.…”

Section: Relationship Marketing and Integrated Marketingmentioning

confidence: 99%

“…On the other hand, Ekhlassi et al (2012) used Swift (2001) definition of CRM as an "organizational approach to understanding and influencing on customer behavior through a meaningful relationship in order to improve customer acquisition, retention, loyalty and profitability processes." They reveal that CRM divided into three main stages, which have the same concept of the customer relationship life cycle stages mentioned above, as follows:…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector

Daqar

Smoudy²

2019

IRMM

View full text Add to dashboard Cite

The main aim of this study is to investigate the impact of customer relationship management (CRM) on consumer buying behavior. The researcher used primary data through a close-ended structured survey were distributed at banks customers in Palestine, and the second source of data is the interviews with selective banks top management in Palestine who is dealing with CRM. The results of this research work revealed that there is a positive strong relationship between CRM and consumer buying behavior. Consumer buying behavior explained 75.75% of the variance (R² = 0.7575, F (1,98) = 375,703, P < 0.05). The researchers found that consumers buying behavior significantly predicted CRM. Moreover, integrated marketing communication tools have no significant impact on consumers buying decisions, sales promotion is the most important tool that has a consensus from the respondents that it affects their decisions. The study recommends banks to update their CRM systems to obtain the most recent data about their customers along with adopting the last cutting-edge technologies used in CRM systems to better analyzing the customers' data. Furthermore, researches advice banks to have better views about the benefits of successful CRM systems within the same industry in order to obtain a comprehensive and precise system that could gain more benefits for customers in one hand, and on the other hand gain more profits for the banks by retaining the profitable loyal customers.

show abstract

Section: Relationship Marketing and Integrated Marketingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector

Daqar

Smoudy²

2019

IRMM

View full text Add to dashboard Cite

show abstract

“…Communication tools will cover a wide range of different tools for delivering planned messages to target audiences through various media in order to build a brand. As an approach to ensuring that brand personality, messages, and position are derived from a unique strategy and are delivered to the customer with synergy among all communication elements, communication can be defined as follows: Ekhlassi, Maghsoodi and Mehrmane [16]. The concept of a research model will be developed on the basis of various studies that have been conducted in order to make the research process more efficient.…”

Section: Communication Toolsmentioning

confidence: 99%

Green Marketing: Reviewing Aspect of Communication Tools

Jamal¹,

Othman²,

Nizam³

et al. 2022

IJSDP

View full text Add to dashboard Cite

This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consumer sample sizes, and the AMOS structural equation model (SEM) was used in this investigation. The results showed that of the 6 proposed variables, there were 4 significant variables that supported communication tools, namely advertising, direct marketing, personal selling, and interactive marketing. In particular, in green marketing-related communication tools that promote brand trust, research can contribute to scientific understanding. And it can be a recommendation for business actors who use green marketing to instill brand trust that can increase consumer awareness of the environment.

show abstract

“…On the other hand, Ekhlassi et al (2012) posited that the cost-effectiveness of digital marketing communication tool has made it more relevant in the buyer-seller relationship because it could be used to replace the traditional customer relationship channels by focusing on the major goal of customer relationship which is the acquisition of best customers, maintaining and encouraging them to consume the product and services through marketing communication functions such as; advertising, sales promotion, direct marketing, etc. (Ekhlassi et al, 2012).…”

Section: Conceptual Analysismentioning

confidence: 99%

Digital Communication Tools Usage and Buyer-Seller Relationship: Cocoa Smallholder Farmers’ Perspectives

2022

JESD

View full text Add to dashboard Cite

Cocoa farming, production and exports in Nigeria remain a study focus because of the agricultural sector revenue in the pre-crude oil era of Nigerian history. Cocoa being one of the chief sources of revenue and exporting income for the country, exposes the subsector to contention and continuous review for analysts and policymakers to improve both the farming practices and commercial viability of the sphere. This study uses a smallholder population of 87 respondents in Ondo state to describe and analyze the buyer-seller relationship of cocoa farmers in the region. This article examined the level of usage of digital communication tools among cocoa farmers and evaluated the impact of digital communication tools used on the buyer-seller relationship in the study area. ANOVA, regression analysis, Pearson correlation analysis were employed for empirical investigations. The study findings revealed that the propensity to the adoption of digital communication tools is low and widespread adoption can eliminate challenges of trust, satisfaction, and imperfect market with regards to the information in the relationship context as extended by previous studies. It is recommended that beyond Messengers and SMS, a further advancement to using other means of communication including social media and video-conferencing can aid in solving some of the issues meandering the buyer-seller relationship. Congruently, global market rivalry and international standards in cocoa farming and processing can be achieved if digital communication tools are widely adopted by farmers in the region.

show abstract

Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

Cited by 10 publications

References 17 publications

The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector

The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector

Green Marketing: Reviewing Aspect of Communication Tools

Digital Communication Tools Usage and Buyer-Seller Relationship: Cocoa Smallholder Farmers’ Perspectives

Contact Info

Product

Resources

About