The relationship between marketing communication activities and customer loyalty: Case of furniture product
1 Faculty of Business Management, Hanoi University of Industry, Vietnam.
2 Faculty of Business Administration, East Asia University of Technology, Vietnam.
Research Article
World Journal of Advanced Research and Reviews, 2023, 19(01), 872–877
Article DOI: 10.30574/wjarr.2023.19.1.1312
Publication history:
Received on 25 May 2023; revised on 16 July 2023; accepted on 19 July 2023
Abstract:
Improving marketing communication activities plays an important role in improving customer loyalty. The study has provided theoretical foundations related to the research problem, thereby serving as a basis for building a model for the topic. The study selected the scope in Hanoi area, applying qualitative and quantitative research methods to evaluate the relationship between Marketing communication and customer loyalty. The author built a survey to obtain 219 questionnaires that met the research standards, using SPSS 22 software to process data. The research results show that there are 5 factors affecting loyalty including: brand presence, brand empathy, customer satisfaction, customer trust, brand reputation. trademark. The thesis has proposed a number of recommendations for businesses to improve communication activities,
Keywords:
Customer loyalty; Customer trust; Communication activities; Marketing communication activities; Furniture product
Full text article in PDF:
Copyright information:
Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0