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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in April 2026 (Volume 30, Issue 1) Submit manuscript

The relationship between marketing communication activities and customer loyalty: Case of furniture product

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  • The relationship between marketing communication activities and customer loyalty: Case of furniture product

Quang Van Ngo 1, * and Luan Ngoc Trinh 2

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
DOI url: https://doi.org/10.30574/wjarr.2023.19.1.1312
 
Received on 25 May 2023; revised on 16 July 2023; accepted on 19 July 2023
 
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,
 
Customer loyalty; Customer trust; Communication activities; Marketing communication activities; Furniture product
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2023-1312.pdf

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Quang Van Ngo and Luan Ngoc Trinh. The relationship between marketing communication activities and customer loyalty: Case of furniture product. World Journal of Advanced Research and Reviews, 2023, 19(1), 872-877. Article DOI: https://doi.org/10.30574/wjarr.2023.19.1.1312

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