Building Consumer Engagement and Loyalty while Traversing the Customer Journey in the Online Space

• Autorzy: Maria Bajak , Łukasz Spendel
• Języki publikacji: EN

Abstrakty

EN

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools. (original abstract)

Słowa kluczowe

PL

Internet; Konsument; Lojalność klientów; Handel elektroniczny; Budowanie lojalności klienta; Zachowania konsumenta

EN

Internet; Consumer; Customer loyalty; e-commerce; Cultivation customer loyalty; Consumer behaviour

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Numer: z. 160 Modernity of Industry and Sciences = Nowoczesność przemysłu i nauki
• Strony: 39-52

Twórcy

autor

Maria Bajak

• Cracow University of Economic

autor

Łukasz Spendel

• Cracow University of Economic

Bibliografia

• 1. Bajak, M. (2021). Wykorzystanie beaconów w komunikacji marketingowej. Warszawa: PWE.
• 2. Bajak, M. (2022). Beacons as the Touchpoints on the Customer Journey. Scientific Papers of Silesian University of Technology. Organization and Management Series, 155, pp. 17-29. doi: 10.29119/1641-3466.2022.155.2.
• 3. Blokdyk, G. (2020). Consumer Journey a Complete Guide. Queensland: Emereo Pty Limited.
• 4. Chaffey, D., Edmundson-Bird, D., Hemphill, T. (2019). Digital Business and E-commerce Management. London: Pearson UK.
• 5. Cisco (2019). Consumer Privacy Survey. Available online: https://www.cisco.com/c/ dam/en/us/products/collateral/security/cybersecurity-series-2019-cps.pdf, 29.05.2022.
• 6. Doyle, Ch. (2016). A Dictionary of Marketing. Oxford: Oxford University Press.
• 7. Doyle, P. (2008). Value-based Marketing. Hoboken: Wiley.
• 8. eMarketer raport: Global Ecommerce Forecast 2022 (2021). Available online: https://ecommerce-europe.eu/wp-content/uploads/2021/09/2021-European-E-commerce-Report-LIGHT-VERSION.pdf.
• 9. Engel, J.F., Blackwell, R.D., Kollat, D.T. (1978). Consumer behaviour. Ilinois: The Dryden Press.
• 10. Følstad, A., Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, 28(2), pp. 196-227 doi: 10.1108/JSTP-11-2014-0261.
• 11. Garett R., Chiu J., Zhang L., Young S.D. (2016). A Literature Review: Website Design and User Engagement. Online Journal of Communication and Media Technologies, 6(3), pp. 1-4. doi: 10.29333/ojcmt/2556.
• 12. Genius (2021). E-commerce w Polsce 2021. Available online: https://www.gemius.pl/ wszystkie-artykuly-aktualnosci/raport-e-commerce-w-polsce-2021.html.
• 13. Gołąb-Andrzejak, E. (2016). Konsumenci pokolenia Y - nowe wyzwanie dla komunikacji marketingowej. Handel Wewnętrzny, 361(2), 140-151.
• 14. Grönroos, Ch. (1999). Relationship Marketing: Challenges for the organization. Journal of Business Research, 46, 327-335.
• 15. Hajduk, G. (2019). Zarządzanie komunikacją marketingową. Integracja, nowe media, outsourcing. Warszawa: Poltext.
• 16. Hinterhuber, A., Vescovi, T., Checchinato, F. (2021). Managing Digital Transformation: Understanding the Strategic Process. Abingdon: Routledge.
• 17. Hoffman, D.L., Novak, T.P (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
• 18. Hunt, S., Arnett, D., Madhavaram, S. (2006). The Explanatory Foundations of Relationship.
• 19. Interaktywnie.com (2021). Available online: https://interaktywnie.com/biznes/artykuly/ raporty-interaktywnie-com/raport-ecommerce-2021-jak-sprzedawac-w-internecie-porady-dla-firm-ebook-260855.
• 20. Internatywnie.com (2022). Available online: https://interaktywnie.com/biznes/artykuly/ raporty-interaktywnie-com/ebook-z-raportem-ecommerce-2022-trendy-w-sprzedazy-internetowej-261891.
• 21. Marketing Theory. Journal of Business & Industrial Marketing, 21(2), 72-87.
• 22. Kaczorowska-Spychalska, D. (2017). Consumer perspective of omnichannel commerce. Management, 21(2), pp. 100-113. doi: 10.1515/manment-2017-0007.
• 23. Katz, E., Lazarsfeld, P.F. (1955). Personal Influence. Glencoe: Free Press.
• 24. Kingsnorth, S. (2022). The Digital Marketing Handbook: Deliver Powerful Digital Campaigns. London: Kogan Page Publishers.
• 25. Kłeczek, R. (2012). Marketing i wartość. Metodologiczne aspekty badania skuteczności działań marketingowych. Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu.
• 26. Kotler, Ph., Kartajayi, H. and Seriewan, I. (2017). Marketing 4.0. Moving from Traditional to Digital. Hoboken: John Wiley & Sons.
• 27. Kotler, Ph., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken: Wiley.
• 28. Królewski, J., Sala, P. (eds.) (2016). E-marketing. Współczesne trendy. Pakiet startowy. Warszawa: PWN.
• 29. Lamb, C.W., Hair, J.F., McDaniel, C. (2011). Essential of Marketing. Mason: Cengage Learning.
• 30. Lasswell, H.D. (1948). The Structure and Function of Communication in Society. In: L. Bryson (Ed.). The Communication of Ideas (pp. 37-52). New York: Harper and Brothers.
• 31. Marinov, M. (ed.) (2020). Value in Marketing: Retrospective and Perspective Stance. New York: Routledge.
• 32. Mishra, N. (2020). Marketing Management. Agra: SBPD Publishing House.
• 33. Moriarty, S., Schultz, D. (2012). Four Theories of How IMC Works. In: S. Rodgers, E. Thorson (Eds.), Advertising Theory (pp. 491-505). New York: Routledge.
• 34. Rogala, A., Pilarczyk, B. (2020). Komunikacja marketingowa na rynku farmaceutycznym. Warszawa: CeDeWu.
• 35. Sanak-Kosmowska, K. (2018). Rola serwisów społecznościowych w komunikacji marketingowej marki. Warszawa: Wydawnictwa Drugie.
• 36. Siebel, T.M. (2019). Digital Transformation: Survive and Thrive in an Era of Mass Extinction. New York: RosettaBooks.
• 37. Singh, A., Duhan, P. (2016). Managing Public Relations and Brand Image through Social Media. Hershey: IGI Global.
• 38. Smilansky, S. (2017). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. London: Kogan Page Publishers.
• 39. Sugai, P. (2021). Building Value through Marketing. A Step-by-Step Guide. Abingdon: Routledge.
• 40. Surma, J. (2017). Cyfryzacja życia w erze big data. Warszawa: PWN.
• 41. Szymoniuk, B. (2017). Sferyczny model komunikacji marketingowej. Marketing i Zarządzanie, 3(49), 193-208.
• 42. Trojanowski, M. (2010). Marketing bezpośredni. Warszawa: PWE.
• 43. Upadrista, V. (2021). Formula 4.0 for Digital Transformation: A Business-Driven Digital Transformation Framework for Industry 4.0. Abingdon: Routledge.
• 44. Verhoef, P.C., Kannan, P.K., Inman, J.J. (2015). From Multi-channel Retailing to Omnichannel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), pp. 174-181.
• 45. Wiktor, J.W. (2013) Komunikacja marketingowa - modele, struktury, formy przekazu. Warszawa: PWN.
• 46. Wirtz, B.W. (2021). Digital Business and Electronic Commerce: Strategy, Business Models and Technology. Cham: Springer International Publishing.

Identyfikatory

DOI

10.29119/1641-3466.2022.160.3