Exploring the most influential dimension of digital marketing towards customer relationship of icon smart home company / Nur Faziera Zaidi

• Main Author: Zaidi, Nur Faziera
• Format: Student Project
• Language: English
• Published: 2018
• Subjects: Telemarketing. Internet marketing; Market surveys. Including brand choice. Brand loyalty; Customer services. Customer relations; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/55165/1/55165.pdf; https://ir.uitm.edu.my/id/eprint/55165/

The objectives of this study is to determine the most influential dimension of digital marketing towards customer relationship of ICON Smart Home Company besides to identify the level of interactivity between customers and Icon Smart Home Company through digital marketing. There are two issues occur in this company which is limitation in term of communication with customers and digital marketing of this company didn't utilize well. The research design for this study will employ quantitative method by using survey questionnaires that have been developed based on a through and detailed analysis of the relevant literature. Statistical analyses were based on the data information gathered, through questionnaire survey from 50 respondents which is also the company existing customers. In order to meet the objectives, descriptive analysis and regression analysis has been carried out. The findings of this study found that brand communication is the most influential dimension of digital marketing towards customer relationship. It is also found the digital marketing has a potential to provide customers with self-service option as the research reveal that there is a high level of interactivity between customers and ICON Smart Home Company.