Designing and Evaluation of an Interactive Marketing Model for Customer Retention and Loyalty
Subject Areas : marketing
Ali Hajiaghabozorgi
1
,
mahmood ahmadi sharif
2
,
peyman Ghafari Ashtiani
3
1 - Ph.d student, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran
Keywords: interactive marketing, national innovation system, sustainable interaction,
Abstract :
Background and purpose: Customer abandonment is one of the most important problems in interactive marketing. The purpose of this research is to keep the customer engaged. , Method: The current research uses the triangle of interactive marketing (interactive services, technology and customer experience) in the development of the concept of interactive marketing. For this purpose, a qualitative-quantitative research with a developmental and practical purpose has been presented. Coding has been done by thematic analysis method and it has been measured by confirmatory factor analysis Findings: The model has been designed in five overarching themes, fourteen themes are organized and fifty-seven basic themes have been designed. In this model, three research gaps have been resolved: 1. How to motivate interaction 2. How to continue customer interaction with the company and 3. How to continue cooperation. , Results and suggestions: The authors have created a conceptual framework that integrates interaction logic, technologies and customer experience to form an interactive marketing process. This framework is generalizable and helps interactive marketing researchers to achieve sustainable customer interaction by implementing the interactive marketing triangle. The results of Iran's National Innovation System have addressed the relationship between innovative technology and performance. In this research, the proposed model With the help of innovative technologies, he has defined interactive marketing and in this definition, he has defined the relationship between innovative technology and performance.
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