Customer relationship building through digital marketing tools : online language schools
Glukhova, Polina (2020)
Pro gradu -tutkielma
Glukhova, Polina
2020
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2020112592924
https://urn.fi/URN:NBN:fi-fe2020112592924
Tiivistelmä
The purpose of this study is to examine the customer relationship building process through digital marketing tools in the context of online language schools and to provide a framework which explains how online language schools build trust and long-term relationships with their customers.
There are no previous studies focusing on online language schools’ market and the application of digital marketing to build customers relationships in this field. On a theoretical level, the Five A’ model is put into the context of researched market and based on Five A’s model a new framework is introduced. The proposed framework can be used by marketers in the field to achieve better and more effective results in the customer relationship building process.
Mixed research methods were used in the study. Qualitative data was collected through interviews with the representatives of the marketing departments of the online language schools. Quantitative data was collected through a questionnaire which was distributed to the people having studied in an online language school. By collecting qualitative data from the schools and quantitative data from the students two perspectives were used providing the full overview of the market situation.
The results indicate that online language schools know their market and they use most of the effective digital marketing techniques. However, their customers while being loyal and having a high level of satisfaction, are not actively participating in interactions through different digital marketing tools.
The findings suggest which digital marketing channels are the most effective to build strong customer relationships between online language schools and their customers. Online language schools can improve their digital marketing efforts and interactions with the customers based on the results of this research.
There are no previous studies focusing on online language schools’ market and the application of digital marketing to build customers relationships in this field. On a theoretical level, the Five A’ model is put into the context of researched market and based on Five A’s model a new framework is introduced. The proposed framework can be used by marketers in the field to achieve better and more effective results in the customer relationship building process.
Mixed research methods were used in the study. Qualitative data was collected through interviews with the representatives of the marketing departments of the online language schools. Quantitative data was collected through a questionnaire which was distributed to the people having studied in an online language school. By collecting qualitative data from the schools and quantitative data from the students two perspectives were used providing the full overview of the market situation.
The results indicate that online language schools know their market and they use most of the effective digital marketing techniques. However, their customers while being loyal and having a high level of satisfaction, are not actively participating in interactions through different digital marketing tools.
The findings suggest which digital marketing channels are the most effective to build strong customer relationships between online language schools and their customers. Online language schools can improve their digital marketing efforts and interactions with the customers based on the results of this research.