Munich Personal RePEc Archive

Rise of Digital Media to Triumph Brand Loyalty

Alam Kazmi, Syed Hasnain and Zaman, Syed Imran and Wahab, Abdul and Yan, Kou (2018): Rise of Digital Media to Triumph Brand Loyalty. Published in: International Conference on Intelligent Human-Machine Systems and Cybernetics (IHMSC) , Vol. 1, No. 10 (26 August 2018): pp. 297-300.

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Abstract

Modern era of management has seen a rise in the level of customer engagement, which was not that much of importance earlier. Earlier, brands tend to compete on the products or service they offer. In the recent digital era, it is much more than what a brand has to offer. The emergence of digital media has boosted the importance of customer engagement. Now, customers can easily get in touch with the companies through digital channels. Corporations use these channels to let customers aware about their offerings, ask for suggestions and recommendations, and solve the queries of the customers. This research is focus on ascertaining the relationship between customer engagement, customer satisfaction, and customer loyalty, and to identify how these factors impacts the repeat purchases in telecommunication sector. The research is based on descriptive research design; quantitative research design was trailed for questionnaire developing 5-point Likert scale technique.

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