The Effects of Email Marketing on Customer Loyalty : A Survey of Young Vietnamese Consumers
Do, PHUONG; Khuu, VY (2018)
Jyväskylän ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121421698
https://urn.fi/URN:NBN:fi:amk-2018121421698
Tiivistelmä
The introduction of the internet and digital advances has opened new ways for marketers to accomplish their purposes, led by the expansion of marketing practices, including email marketing. Email marketing has been proved to be one of the most effective marketing strategy due to its low-cost, mobile and user-friendly nature. However, due to its popularity amongst marketers, not all email marketing campaigns are executed properly and email overload is creating more counter-effects on customers rather than delivering the marketing message.
On the other hand, customer loyalty is at the heart of businesses and could be achieved by market-ing activities. Studies have shown a tie between customer loyalty and the drivers of customer equity, making it possible to link the two concepts. The study seek to examine whether email marketing alone as a marketing activity could contribute positively to customer loyalty and to which extent, while also collecting in-depth data about the email using behavior of the target group in a time where email users are experiencing a major email overload, to examine the target group’s attitude towards email marketing in general.
The study adopted the quantitative research method, with data collected using a survey. The target group for this research was Vietnamese email users, aging from 18 – 30 years old. The questionnaire for the survey and the data collection processed were conducted with the help of Google Forms and analyzed with Excel. Then, the analyzed result is reflected against the research problems to come up with a conclusion.
The attitude of Vietnamese email users toward email as a channel of marketing and communication were highly divided, ranging from mixed to negative. While the research results showed that email positively support brand awareness, its effectiveness in boosting value equity and relationship equity were not clear. Hence, the research concluded that email is not a highly effective for gaining customer loyalty. However, more researches on other target groups are recommended to clarify the relationship between email marketing and customer loyalty for better strategy practices.
On the other hand, customer loyalty is at the heart of businesses and could be achieved by market-ing activities. Studies have shown a tie between customer loyalty and the drivers of customer equity, making it possible to link the two concepts. The study seek to examine whether email marketing alone as a marketing activity could contribute positively to customer loyalty and to which extent, while also collecting in-depth data about the email using behavior of the target group in a time where email users are experiencing a major email overload, to examine the target group’s attitude towards email marketing in general.
The study adopted the quantitative research method, with data collected using a survey. The target group for this research was Vietnamese email users, aging from 18 – 30 years old. The questionnaire for the survey and the data collection processed were conducted with the help of Google Forms and analyzed with Excel. Then, the analyzed result is reflected against the research problems to come up with a conclusion.
The attitude of Vietnamese email users toward email as a channel of marketing and communication were highly divided, ranging from mixed to negative. While the research results showed that email positively support brand awareness, its effectiveness in boosting value equity and relationship equity were not clear. Hence, the research concluded that email is not a highly effective for gaining customer loyalty. However, more researches on other target groups are recommended to clarify the relationship between email marketing and customer loyalty for better strategy practices.