Thai A Maturity Model for Improving Customer Relationships in Digital Marketing Management
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Abstract
This research aims to develop a maturity model for improving customer relationships in digital marketing management by using a mixed qualitative and quantitative research methodology. The process started with a qualitative method by examining a set of conceptual knowledge and case studies; then performed quantitative studies that use questionnaires to collect 200 sets of data to confirm the qualitative method's results. The findings show that the proposed model has the scope to explain the improving process of building relationships between customers and companies seeking to apply in digital marketing management. Maturity levels of the proposed model are defined by five levels, with four improving dimensions. Initially, the company can use the model by comparing the activity that demonstrates the operational concentration of how it closes to the nature of improvement in each maturity level. The empirical data also initially confirmed the ability to classify operations within the model.
Article Details
The article must be considered and accepted for publication by the editorial board of the Faculty of Management Science, Lampang Rajabhat University. The articles have been reviewed by a peer (peer review) and the author must update according to the suggestion if available before publication. Articles that are not considered the editorial team will inform the results of the consideration but will not send the original to the author.
JMMS is the Faculty of Management Science journal, Lampang Rajabhat University. Jmms published both print and online editions. We allow the use of articles for academic use under the scope of copyright law.
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