Relationship Marketing for Creating Customer Loyalty in the Digital Age

Relationship Marketing for Creating Customer Loyalty in the Digital Age

  • นงคราญ ไชยเมือง คณะบริหารธุรกิจ มหาวิทยาลัยพายัพ
  • เซ่าหยี แซ่ฟัง Faculty of Business Administration, Maejo University
  • สุตาภัทร คงเกิด คณะบริหารธุรกิจ มหาวิทยาลัยพายัพ
Keywords: Relationship Marketing, Digital Marketing, Customer Loyalty


The main purpose of this academic article was a guideline for entrepreneurs and people who are interested in an online business. In accordance with the digital age or Thailand 4.0, Electronic commerce technology has taken its place in marketing strategies which the entrepreneurs shall focus on fast and strong communication, as well as building trust and confidence amongst customers forming a long-term relationship, also known as relational marketing. The relationship marketing strategy contains several means, such as product quality, service quality, communication, and response to complaints. These strategies will assist in solving complaints, improving and developing customer relationships, with also increasing customer purchase continuously, word-of-mouth communication, which leads to customer loyalty.


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Author Biographies

นงคราญ ไชยเมือง, คณะบริหารธุรกิจ มหาวิทยาลัยพายัพ

Faculty of Business Administration, Payap University

เซ่าหยี แซ่ฟัง, Faculty of Business Administration, Maejo University

Faculty of Business Administration, Maejo University

สุตาภัทร คงเกิด, คณะบริหารธุรกิจ มหาวิทยาลัยพายัพ

Faculty of Business Administration, Payap University


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Research Article