Influence of digital marketing communication and performance effectiveness between b2b companies and clients in Thailand
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Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidad del Zulia
2021
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| _version_ | 1876444765206085632 |
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| author | P. YONGVONGPHAIBOON |
| author_facet | P. YONGVONGPHAIBOON |
| contents | Influence of digital marketing communication and performance effectiveness between b2b companies and clients in Thailand P. YONGVONGPHAIBOON M. CHANTAMAS Política CRM firm performance Digital marketing communication The objectives of this study are to investigate the relative importance of digital marketing communication and CRM in influencing different concepts of trust (social trust and customer trust) and how it leads to firm and customer performance effectiveness in construction steel industries in Thailand. The findings revealed that digital marketing communication and customer relationship management have a positive and significant relation with different aspects of trust through the moderating effect of customer engagement. The results also showed that customer trust has a positive and significant relationship with the firm and customer performance effectiveness. 2021 artículo científico 1316-5216 https://www.redalyc.org/articulo.oa?id=27966514014 https://www.redalyc.org/journal/279/27966514014/ https://www.redalyc.org/journal/279/27966514014/html/ https://www.redalyc.org/journal/279/27966514014/27966514014.epub https://www.redalyc.org/journal/279/27966514014/movil https://doi.org/10.5281/zenodo.4678872 en http://www.redalyc.org/revista.oa?id=279 Utopía y Praxis Latinoamericana application/pdf Universidad del Zulia Utopía y Praxis Latinoamericana (República Bolivariana de Venezuela) Num.2 Vol.26 |
| format | Artículo científico |
| id | redalyc_27966514014 |
| institution | Redalyc |
| language | en |
| publishDate | 2021 |
| publisher | Universidad del Zulia |
| spellingShingle | Influence of digital marketing communication and performance effectiveness between b2b companies and clients in Thailand P. YONGVONGPHAIBOON Política CRM firm performance Digital marketing communication Influence of digital marketing communication and performance effectiveness between b2b companies and clients in Thailand P. YONGVONGPHAIBOON M. CHANTAMAS Política CRM firm performance Digital marketing communication The objectives of this study are to investigate the relative importance of digital marketing communication and CRM in influencing different concepts of trust (social trust and customer trust) and how it leads to firm and customer performance effectiveness in construction steel industries in Thailand. The findings revealed that digital marketing communication and customer relationship management have a positive and significant relation with different aspects of trust through the moderating effect of customer engagement. The results also showed that customer trust has a positive and significant relationship with the firm and customer performance effectiveness. 2021 artículo científico 1316-5216 https://www.redalyc.org/articulo.oa?id=27966514014 https://www.redalyc.org/journal/279/27966514014/ https://www.redalyc.org/journal/279/27966514014/html/ https://www.redalyc.org/journal/279/27966514014/27966514014.epub https://www.redalyc.org/journal/279/27966514014/movil https://doi.org/10.5281/zenodo.4678872 en http://www.redalyc.org/revista.oa?id=279 Utopía y Praxis Latinoamericana application/pdf Universidad del Zulia Utopía y Praxis Latinoamericana (República Bolivariana de Venezuela) Num.2 Vol.26 |
| title | Influence of digital marketing communication and performance effectiveness between b2b companies and clients in Thailand |
| topic | Política CRM firm performance Digital marketing communication |
| url | https://www.redalyc.org/articulo.oa?id=27966514014 https://www.redalyc.org/journal/279/27966514014/ https://www.redalyc.org/journal/279/27966514014/html/ https://www.redalyc.org/journal/279/27966514014/27966514014.epub https://www.redalyc.org/journal/279/27966514014/movil https://doi.org/10.5281/zenodo.4678872 |