Influence of Digital Marketing Communication Tools in The Creation for Customer Satisfaction
Keywords:
digital marketing communication, active participation, customer relationship management, customer satisfactionAbstract
For influential analysis towards customer satisfaction; digital marketing communication, active participation and customer relationship management, are considered. The results indicated that digital marketing communication had an influential effect towards active participation, customer relationship management and customer satisfaction. Moreover, active participation and customer relationship management had an influential effect towards customer satisfaction. The factor that had a stronger direct effect on customer satisfaction than others was customer relationship management. Active participation and digital marketing communication followed, respectively. The summary of interesting points for building customer satisfaction from 5 digital marketing communication tools consisted of: advertisement, personnel selling, promotion, publish relation and direct marketing. All of these factors had an impact to increase customers satisfaction. Meanwhile, digital marketing communication tools indirectly influenced customer satisfaction through customer relationship management and active participation. That means digital marketing communication tools have an influence on customer satisfaction. In addition, digital marketing communications tools also influenced customer relationship management and active participation that can lead to customer satisfaction as well. As a result, this is a digital marketing communication tool model that can be used to create customer satisfaction.
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