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Impact of Cross-channel Marketing Au...

Fisher, Michael.

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Impact of Cross-channel Marketing Automation Technology Innovation on Customer Satisfaction.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Impact of Cross-channel Marketing Automation Technology Innovation on Customer Satisfaction./
Author:	Fisher, Michael.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	119 p.
Notes:	Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
Contained By:	Dissertation Abstracts International79-12A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10839029
ISBN:	9780438155756

Impact of Cross-channel Marketing Automation Technology Innovation on Customer Satisfaction.
Fisher, Michael.

Impact of Cross-channel Marketing Automation Technology Innovation on Customer Satisfaction. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 119 p.

Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.

Thesis (D.Ed.)--University of St. Francis, 2018.

Consumer evolution has led to a more technologically informed population who was more confident and demanding: consumers now expect their brands to be available wherever, whenever, and however they want them. Consumers expect brands to be always on, meeting their brand on demand expectations in their pockets on phones, on tablets, laptops, and computers, and even on smart televisions. Such mobility and flexibility made customer relationships a hard fought battle for marketers, as they continually sought to not only understand consumer demands, but also sought to ensure the delivery of consistent experiences that kept customer attention while discouraging them from diminishing or exiting their relationships. As marketers continuously attempted to keep consumer attention, there was a continued rush to deliver new product, capabilities, and innovations. Plenty of research pointed to correlations between customer satisfaction and innovation. This research, coupled with business challenges companies faced in keeping up with new innovations, detected the need to understand what impact the delivery of technology and services innovation had on client satisfaction. As such, the purpose of this study was to determine if the delivery of innovation in marketing automation technology impacted customer satisfaction. Results of this study show an overall increase in correlation between new product innovation and customer satisfaction, identify specific innovations that correlate most highly with customer satisfaction, and support that analytic and strategic service innovation impact on customer satisfaction was statistically significant for all of the top ranked survey elements.

ISBN: 9780438155756Subjects--Topical Terms:

536353
Marketing.

Impact of Cross-channel Marketing Automation Technology Innovation on Customer Satisfaction.
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