IS00 1SN-4Weltc  E(654732-5g parkinc woroni59 :01-NBSI )repBNIS1 9-008-482-900-021-
HELSINKI SCHOOL OF ECONOMICS WORKING PAPERS W-400
60
Marko Merisao
THE EFFECTS OF DIGITAL MARKETING COMMuNICATION ON CuSTOMER LOyALTy: AN INTEGRATIvE MODEL AND RESEARCH PROPOSITIONS
3:-178 952-988-4
M M
The effecTs of DigiTal MarkeTing coMMunicaTion on cusToMer loyalTy: an inTegraTive MoDel anD research ProPosiTions
Mt
fb 2006
helsingin kauPPakorkeakoulu helsinki school of econo Mics Working PaPers W-400
helsingin kauPPakorkeakoulu helsinki school of econo Mics Pl 1210 fi-00101 helsinki finlanD
© M M d h s  em
issn 1235-5674 ( et w pp) isBn-10: 952-488-006-7 isBn-13: 978-952-488-009-1
h s  em -hse Pt 2006
The Effects of Digital Marketing Communication on Customer Loyalty: An Integrative Model and Research Propositions   ABSTRACT The cost efficiency and diversity of digital channels facilitate marketers’ frequent and interactive communication with their customers. Digital channels like the Internet, email, mobile phones and digital television offer new prospects to cultivate customer relationships. However, there are a few models explaining how digital marketing communication (DMC) works from a relationship marketing perspective, especially for cultivating customer loyalty. In this paper, we draw together previous research into an integrative conceptual model that explains how the key elements of DMC - frequency and content of brand communication, personalization, and interactivity - can lead to improved customer value, commitment, and loyalty.  Keywords: digital marketing communication; personalization; interactivity; customer loyalty; customer relationship management