A Case Study of the Relationship Between Marketing Communication and Customer Experiences in An Open and Distance Learning University in Malaysia

• Main Author: Ng, Soo Lee
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: HF5601 Accounting
• Online Access: http://ur.aeu.edu.my/153/1/A%20case%20study%20of%20the%20relationship%20between%20marketing%20communication%20and%20customer%20experiences%20in%20an%20open%20and%20distance%20learning%20university%20in%20Malaysia-1-24.pdf; http://ur.aeu.edu.my/153/2/A%20case%20study%20of%20the%20relationship%20between%20marketing%20communication%20and%20customer%20experiences%20in%20an%20open%20and%20distance%20learning%20university%20in%20Malaysia.pdf; http://ur.aeu.edu.my/153/; https://online.fliphtml5.com/sppgg/ptfa/

This research study found that marketing communications (Marcoms) can act as brand touchpoints to generate positive customer experiences of doctoral students in the PhD decision journey to produce positive results in terms of overall brand satisfaction and brand advocacy. Research findings of this c...