Effectiveness of Omnichannel Marketing on Customer Loyalty in Congo
DOI:
https://doi.org/10.47672/ijms.2133Abstract
Purpose: The aim of the study was to assess the effectiveness of omnichannel marketing on customer loyalty in Congo.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study found that businesses implementing omnichannel strategies experience greater customer engagement and retention rates compared to those using single-channel approaches. By providing seamless and consistent experiences across multiple channels, such as online platforms, mobile apps, social media, and physical stores, companies can build stronger relationships with customers. This approach fosters convenience, personalization, and accessibility, leading to increased customer satisfaction and loyalty. Moreover, omnichannel strategies enable businesses to gather valuable data and insights into customer behavior, preferences, and buying patterns, allowing for more targeted marketing efforts and better customer experiences. Overall, the evidence suggests that adopting omnichannel marketing is instrumental in building and sustaining customer loyalty in today's competitive market landscape.
Implications to Theory, Practice and Policy: Social exchange theory, service-dominant logic and customer relationship management theory may be used to anchor future studies on assessing the effectiveness of omnichannel marketing on customer loyalty. In practice, businesses should invest in robust data analytics and AI-driven technologies to personalize customer experiences across channels. From a policy standpoint, it is essential to advocate for policies that support data privacy and security while enabling the effective use of customer data for personalized marketing.
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Copyright (c) 2024 Albert Katembo
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