| Title: | A Study of the Influence of Precision Marketing on Customer Loyalty to WeChat |
| Author: | Zu Qianyi |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.634-647) Click PDF |
Abstract
With the development of mobile Internet technology, the O2O e-commerce model has emerged, and social networks such as WeChat have emerged in the marketing field. In today’s fast-growing e-commerce environment, the O2O model, as a business model that integrates online and offline advantages, has been widely used in many fields. However, for now, the research on customer loyalty in the O2O model is still in the stage of imperfection. This study aimed:1) To explore the relationship between precision marketing and customer loyalty, 2) To explore the relationship between switching costs and customer loyalty. A quantitative research method using a questionnaire survey was adopted.
The results indicate that precision marketing has a positive impact on customer loyalty, and the path coefficient is significant,but the impact of switching costs on customer loyalty is not significant, and the hypothesis is not established, possibly because of the passive loyalty of users.
In the O2O model, targeted marketing strategies, user segmentation, and multi – channel marketing should be adopted to improve customer loyalty. Future research needs to further develop scales, accurately define loyalty, deeply examine the influence mechanism of variables, and explore the similarities and differences between the physical and online marketing environments.
Keywords: O2O, precision marketing, customer loyalty, switching costs
6617195019 Zu Qianyi, Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), A Study of the Influence of Precision Marketing on Customer Loyalty to WeChat, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” , ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
