อิทธิพลของเครื่องมือสื่อสารการตลาดดิจิทัล ในการสร้างความพึงพอใจของลูกค้า
คำสำคัญ:
การสื่อสารการตลาดดิจิทัล, การมีส่วนร่วมแบบเหนียวแน่น, การจัดการลูกค้าสัมพันธ์, ความพึงพอใจของลูกค้าบทคัดย่อ
ผลการวิเคราะห์อิทธิพลที่มีผลต่อความพึงพอใจของลูกค้า สามารถพิจารณาได้จากเครื่องมือสื่อสารการตลาดดิจิทัล การมีส่วนร่วมแบบเหนียวแน่น และการจัดการลูกค้าสัมพันธ์ ผลการทดสอบแสดงให้เห็นว่า เครื่องมือสื่อสารการตลาดดิจิทัล มีอิทธิพลต่อความพึงพอใจของลูกค้า การมีส่วนร่วมแบบเหนียวแน่น และการจัดการลูกค้าสัมพันธ์ อีกทั้งการมีส่วนร่วม แบบเหนียวแน่นและการจัดการลูกค้าสัมพันธ์มีอิทธิพลต่อความพึงพอใจของลูกค้าเช่นกัน ปัจจัยที่มีอิทธิพลทางตรงต่อความ พึงพอใจของลูกค้าที่แข็งแกร่งมากกว่าปัจจัยอื่นๆ คือ การจัดการลูกค้าสัมพันธ์ รองลงมาคือ การมีส่วนร่วมแบบเหนียวแน่น และเครื่องมือสื่อสารการตลาดดิจิทัล สรุปประเด็นที่น่าสนใจสำหรับเส้นทางการสร้างความพึงพอใจของลูกค้าจากเครื่องมือ สื่อสารการตลาดดิจิทัลทั้ง 5 เครื่องมือ ได้แก่ การโฆษณา การขายโดยพนักงาน การส่งเสริมการขาย การประชาสัมพันธ์ และการตลาดทางตรง ล้วนแต่ส่งผลให้ความพึงพอใจของลูกค้าเพิ่มขึ้น ในขณะเดียวกันเครื่องมือสื่อสารการตลาดดิจิทัล มีอิทธิพลต่อความพึงพอใจของลูกค้าทางอ้อม โดยผ่านการจัดการลูกค้าสัมพันธ์และการมีส่วนร่วมแบบเหนียวแน่น นั่นหมายความว่า เครื่องมือสื่อสารการตลาดดิจิทัลมีอิทธิพลต่อความพึงพอใจของลูกค้า นอกจากนั้นเครื่องมือสื่อสารการตลาด ดิจิทัลยังมีอิทธิพลต่อการจัดการลูกค้าสัมพันธ์และการมีส่วนร่วมแบบเหนียวแน่น ที่สามารถนำไปสู่การสร้างความพึงพอใจ ของลูกค้าได้ด้วย ซึ่งถือเป็นโมเดลเครื่องมือสื่อสารการตลาดดิจิทัลที่สามารถสร้างความพึงพอใจของลูกค้า
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