Customer loyalty activation through online direct marketing
Berci, Victoria (2014)
Berci, Victoria
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112617050
https://urn.fi/URN:NBN:fi:amk-2014112617050
Tiivistelmä
Direct email marketing is a popular marketing communication tool used by businesses to either attract consumers to buy their products or services or transform existing customers into loyal customers. Company X, a leader in the automotive industry, uses direct email marketing as a means to reach existing customers, enable their engagement with the brand and offer them exclusive customer offers and benefits which can ensure loyalty activation and customer retention.
The purpose of this thesis is to evaluate, through an empirical study of Company X, how effective online direct marketing campaigns are and what is their role in the overall CRM strategy intended to build customer loyalty. The research presents the diverse implications of customer relationship management in business processes and concludes how businesses should choose to make CRM a base pillar for their business success.
A qualitative study was conducted to answer the purpose of the thesis and the research questions with the use of theoretical argument, direct participation and constant observation by the author. The quantitative method is represented by statistically reliable figures generated by the results of email campaigns in Company X. Empirical material was analyzed with reference to the theoretical framework and the research questions.
The thesis concludes that direct email marketing is an effective marketing tool with a high potential of triggering customer activation. The tool should be further considered and imple-mented by Company X as part of the overall CRM strategy which aims to achieve a customer loyalty retention target of 50% by 2015. The positive results of the emailing campaigns prove the effectiveness of the direct email as marketing tool and its role in the CRM strategy.
The purpose of this thesis is to evaluate, through an empirical study of Company X, how effective online direct marketing campaigns are and what is their role in the overall CRM strategy intended to build customer loyalty. The research presents the diverse implications of customer relationship management in business processes and concludes how businesses should choose to make CRM a base pillar for their business success.
A qualitative study was conducted to answer the purpose of the thesis and the research questions with the use of theoretical argument, direct participation and constant observation by the author. The quantitative method is represented by statistically reliable figures generated by the results of email campaigns in Company X. Empirical material was analyzed with reference to the theoretical framework and the research questions.
The thesis concludes that direct email marketing is an effective marketing tool with a high potential of triggering customer activation. The tool should be further considered and imple-mented by Company X as part of the overall CRM strategy which aims to achieve a customer loyalty retention target of 50% by 2015. The positive results of the emailing campaigns prove the effectiveness of the direct email as marketing tool and its role in the CRM strategy.