Thai A Maturity Model for Improving Customer Relationships in Digital Marketing Management

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Rath Jairak


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.


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