Enhance Customer Engagement Research Articles

The Impact of Digital Marketing on the Performance of Small and Medium–Sized Enterprises in North Macedonia

This research paper investigates the impact of digital marketing on the performance of Small and Medium-sized Enterprises (SMEs) in North Macedonia. Digital marketing has emerged as a powerful tool for businesses to reach their target audience, enhance brand awareness, and increase sales revenue. However, the extent to which SMEs in North Macedonia have embraced digital marketing and the specific impact it has on their performance remains underexplored. Through a comprehensive literature review and empirical analysis, this study aims to shed light on the relationship between digital marketing strategies and SME performance indicators. The research methodology involves collecting data from a diverse sample of SMEs, analyzing the influence of digital marketing on outcomes such as sales revenue, customer acquisition, brand awareness, and so on. The findings of this study reveal that SMEs in North Macedonia are increasingly utilizing digital marketing strategies, with social media marketing and email marketing being the most used channels. Moreover, digital marketing is found to have a significant positive impact on SME performance, particularly in terms of increasing sales revenue and enhancing customer engagement. Overall, this research paper underscores the importance of digital marketing as a strategic tool for SMEs and provides valuable insights into the relationship between digital marketing initiatives and SME performance. It offers a foundation for future research in this area and emphasizes the need for continuous adaptation and innovation in the ever-evolving digital landscape.

In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities.

Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?

The physical retail sector is facing significant challenges, exacerbated by the disruptions caused by the pandemic. Amidst these circumstances, it becomes imperative for brands to reimagine the role of physical retail stores and counter the negative trends in the industry. Gamification has emerged as a promising strategy to enhance customer engagement and elevate brand experiences. This study explores how brands can create engaging experiences through gamification within the physical retail environments to revitalize stores and foster sustainable brand experiences. In this context, ‘sustainable’ refers to the creation and maintenance of long-lasting relationships between consumers and physical retail stores through ongoing engagement. Drawing on data collected from 17 semi-structured interviews, our findings demonstrate that gamification effectively shifts customers from passive observers to active participants, strengthens emotional connections through co-creation, prolongs footfall and engagement duration through immersive encounters, and integrates physical and online platforms for sustainable practices. This research contributes valuable insights into the transformative potential of gamification, offering practical implications for brands seeking to rejuvenate customer experiences in the realm of physical retail.

Smart Shopping Cart Using RFID

Abstract: Optimizing the shopping experience is essential for both customers and businesses in the dynamic world of retail. This research study offers a revolutionary solution called the "Smart Shopping Cart," which uses Radio-Frequency Identification (RFID) technology to speed up the shopping experience. This ground-breaking solution promises to boost shopping cart functionality, enhance inventory control, and provide customers with a smooth purchasing experience. The Smart Shopping Cart makes use of an integrated RFID reader system and RFID tags that are attached to each product. It enables automatic item tracking, doing away with the requirement for human checkout scanning. This technologically advanced method cuts down on consumers' wait times at the register and minimizes pricing and item recognition mistakes, enhancing their entire shopping experience. Moreover, the system incorporates real-time inventory management features, enabling retailers to monitor product stock levels efficiently. This results in reduced out-of-stock occurrences and optimized supply chain operations, benefiting both retailers and consumers. Additionally, the Smart Shopping Cart can provide personalized shopping recommendations and promotions, enhancing customer engagement and loyalty. This research paper examines the Smart Shopping Cart's technical implementation, RFID integration, data processing, and security. It analyzes potential benefits, environmental impact, and ethical concerns, focusing on efficiency, reduced operational costs, and customer satisfaction. In conclusion, the Smart Shopping Cart, which makes use of RFID technology, presents a solution that has the potential to change the way people shop currently, to the advantage of both customers and businesses. This innovation offers a tremendous chance for shops looking to stay competitive in the digital age to increase productivity, cut costs, and provide a better shopping experience. This study gives helpful advice for the effective implementation of RFID-based Smart Shopping Carts in the retail sector as well as insights into their potential.

Analyzing The Relationship Between Marketing Public Relations, Digital Marketing, Marketing Mix, Customer Service, and Customer Loyalty

This study aims to investigate the intricate relationship among marketing public relations, digital marketing, marketing mix, customer service, and customer loyalty within the contemporary business landscape. Employing a qualitative research design, the study utilizes purposive sampling to gather data from a diverse range of industry experts, marketers, and consumers. Data analysis involves thematic analysis to unveil patterns, themes, and insights from the collected data. The findings shed light on the nuanced interactions among marketing public relations, digital marketing strategies, elements of the marketing mix, quality customer service provision, and its impact on fostering customer loyalty. This research contributes to a deeper understanding of the dynamic marketing ecosystem, offering valuable insights for businesses aiming to enhance customer engagement and loyalty in the digital age.

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Purpose The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement. Design/methodology/approach This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire. Findings The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE. Practical implications The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism. Originality/value Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

Analyzing the impact of loyalty card programs on customer behavior: insights from the Albanian market.

Loyalty card programs have become prevalent in the retail industry, offering various benefits and rewards to customers. This study aims to analyze the impact of loyalty card programs on customer behavior in the Albanian market. A survey was conducted among a diverse sample of customers from different retail sectors in Albania. The survey collected data on awareness, satisfaction, loyalty, and customized benefits. The survey was distributed between March and May 2023, and responses were collected electronically. The survey responses were analyzed to address the research questions and test the hypotheses. The findings indicate a significant level of awareness among respondents regarding loyalty card programs. Higher satisfaction with specific benefits, such as discounts and accumulating points, is associated with higher levels of customer loyalty. Customers who reported higher frequencies of loyalty card usage demonstrated greater loyalty. Customized benefits, particularly discounts and accumulating points, significantly influenced customer satisfaction. However, other benefit categories did not show statistically significant associations with loyalty. The study highlights the importance of promoting loyalty card programs to enhance awareness among customers. Improving and optimizing loyalty card benefits based on customer feedback is recommended. Encouraging frequent usage of loyalty cards and personalizing benefits to align with customer preferences are key strategies to foster customer loyalty. The findings provide valuable insights for practitioners in the retail sector to enhance customer engagement, satisfaction, and loyalty.

With or Without Emojis? A Conceptual Paper on Food Vendor Instagram Caption towards Customer Engagement

This conceptual paper investigates the impact of emojis on customer engagement in food vendor Instagram captions. Emojis have gained traction in online communication, but their influence on customer engagement in the context of food vendors remains unexplored. Drawing on concepts of customer engagement, social media marketing and semiotics, the research explores how emojis capture attention, convey emotions, enhance communication, and foster customer engagement. Through qualitative interviews with food vendors and customers in Kulim, this research aims to identify patterns and themes related to the impact of emojis on customer engagement. The findings of this research are expected to contribute to the growing body of literature on social media marketing and stimulate further investigation into the utilization of emojis for enhancing customer engagement on social media, enabling food vendors to leverage emojis effectively in their Instagram captions as an effective strategy to cultivate stronger engagement.

Exploring The Effects of Conversational Marketing and Artificial Intelligence on Customer Engagement - A Comprehensive Literature Review."

This comprehensive literature review delves into the multifaceted realm of customer engagement through the lens of Conversational Marketing and Artificial Intelligence (AI). In an era characterized by digital transformation, businesses are increasingly reliant on innovative strategies to engage customers effectively. The study aims to provide an in-depth exploration of the existing body of research about Conversational Marketing and AI, with a focus on their combined impact on customer engagement.
 The literature review begins by examining the current state of research in Conversational Marketing and AI, identifying key findings and emerging trends. It then extends its focus to the practical implications of these technologies, delving into their application in enhancing customer engagement. The unique challenges and opportunities posed by Conversational Marketing and AI are analysed, paying special attention to the cultural and linguistic factors that shape the customer engagement landscape.
 The study not only offers valuable insights for businesses seeking to optimize their customer engagement strategies but also provides a foundation for policymakers and researchers interested in the ethical, regulatory, and future research considerations surrounding Conversational Marketing and AI. By shedding light on the dynamic interplay between technology and customer engagement, this literature review contributes to a deeper understanding of the evolving customer-business relationship in an increasingly digital world.

Taxi Driver’s Perception Towards Taxi Management in Kathmandu Valley: A Structural Equation Model Analysis

Taxi drivers around the world operate in a mobile environment that challenges the traditional concept of the workplace. They play a vital role in enabling us to reach our destinations with ease, security, and time-saving benefits. Therefore, transportation is considered one of the five crucial infrastructure facilities for the development of a country. The current study aims to analyze the factors that determine taxi drivers' perceptions of taxi management in Kathmandu Valley, Nepal. The results, obtained through Structural Equation Modeling (SEM), reveal five constructs fitting within the model. The findings conclude that accessibility, convenience, price, and intention to use taxi management are significantly related to each other. This indicates that all four variables significantly influence taxi drivers' perceptions of taxi management. As a result, this study suggests that the taxi industry must adapt to taxi management practices to enhance customer engagement.

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined. Design/methodology/approach Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict. Findings The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy. Originality/value This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior

Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and live, making O2OFDS usage and sedentary behavior common among employees in various organizations. This study aims to investigate the factors influencing employees’ continued intention to use O2OFDS and the effect of sedentary behavior on their subsequent actual use. A research framework based on the expectation confirmation model was proposed, and a two-stage online survey was conducted in China, with 328 valid responses used in data analysis. Partial least squares structural equation modeling was adopted to analyze the data. The results suggest that satisfaction, perceived time-saving, perceived promotion, and desire for food positively affected employees’ continued intention to use O2OFDS. Furthermore, sedentary behavior was positively related to employees’ actual use of O2OFDS and weakened the effect of intention on actual use. The study offers insights for marketers to refine their strategies and enhance customer engagement, as well as for consumers, particularly those who are employed, to balance their use of O2OFDS.

The new era of hotel marketing: integrating cutting-edge technologies with core marketing principles

研究目的探讨新兴技术（如虚拟现实、语音搜索、人工智能、机器人技术和元宇宙）对酒店销售、营销和收入优化的影响。研究方法本文结合发表在《酒店旅游科技杂志》（JHTT）的文章和行业案例, 研究了创新技术在酒店销售、营销和收入优化策略中的整合, 以及基础实践在确保长期成功方面的作用。研究发现分析表明, 创新技术可以显著增强客户参与度, 简化预订流程, 并开拓新的收入来源。此外, 文章强调了基本营销实践, 如用户友好的网站、快速可靠/移动友好的网站、搜索引擎优化、社交媒体参与、内容营销和数据驱动的收入管理, 在保证酒店在充满变化的行业竞争中维持优势的重要性。实际应用研究结果表明, 酒店经营者需要在使用新兴技术和保持传统营销基本原则之间取得平衡, 以保持竞争力并推动收入增长。这种综合方法确保在不断发展的酒店销售、营销和收入优化领域取得长期成功。研究创新本文通过提供可直接应用于酒店营销和运营实践的实际见解和影响, 弥合了学术界与行业从业者之间的鸿沟。文章强调了创新与基本营销策略的平衡的重要性, 强调了综合方法的必要性, 以确保在不断发展的酒店销售、营销和收入优化领域取得长期成功, 以及这些工具在众多酒店和旅游场所与住宿部门一起工作的多样性领域中的应用。

Social Listening – A Review and its Use for Customer Engagement & Customer Retention by Organizations

In today's digital age, social media has emerged as a vital platform for businesses to connect with their customers. As of July 2023, there are 5.19 billion internet users worldwide, which amounted to 64.6 percent of the global population. Of this total, 4.88 billion, or 59.9 percent of the world's population, were social media users (Source : Statista ). Tech and policy think tank Esya Centre has found that daily engagement of Indians in terms of time spent is the highest for social media at 194 minutes a day. This number for OTT and Online Gaming stands at 44 minutes and 46 minutes, respectively. Thus it has become important for organizations to be available on these social media platforms to connect with customers. Presence of organizations on Social media platforms has helped companies connect with common people , end users. Social listening, the practice of monitoring and analyzing online conversations and discussions, has gained significant attention as a strategic tool for understanding customer sentiments and preferences. This research article presents a comprehensive review of the concept of social listening and its pivotal role in enhancing customer engagement and retention strategies. To provide a comprehensive perspective, the article also mentions about various organizations that have successfully integrated social listening into their customer-centric strategies. In sum, this research article sheds light on the role of social listening in customer engagement and retention by making use of the insights derived from social listening. Keywords: Social Listening, Social Media, Customer Engagement, Ethics

Integrating Salesforce with Third-Party Platforms Challenges and Best Practices

Integrating Salesforce with third-party platforms is a critical strategy for organizations seeking to streamline operations, enhance customer engagement, and drive business growth. However, this integration poses several challenges that need careful consideration. These challenges include data synchronization issues, API limitations, security concerns, and the complexities of managing multiple systems simultaneously. Data synchronization is often a primary concern, as inconsistencies can lead to inaccurate reporting, customer dissatisfaction, and operational inefficiencies. Ensuring real-time data flow between Salesforce and other platforms necessitates a robust and reliable integration framework that can handle the volume and velocity of data while maintaining data integrity.

Enhancing Customer Engagement on the Companies' Facebook Pages in the Fuel Retail Sector

Social networks change the way how companies conduct their marketing activities. Potential customers become part of companies' marketing activities instead of just being passive participants. The ability to actively involve customers thus becomes a critical factor in the success of marketing activities. The study aims to determine how the posts' different content on the companies' Facebook pages affects the engagement of the message recipients. A retrospective, longitudinal study approach was used. Five hundred fifty-three posts from the four Slovak largest fuel retail sellers' Facebook pages were analyzed. The results revealed the significant difference in the medians of the passive engagement (χ2 (3, N = 533) = 85.685, p-value = < 0.0001) and active engagement (χ2 (3, N = 533) = 85.685, p-value = < 0.0001) according to different content types. The paired rank differences suggest that while entertainment messages (EM) significantly encourage both types of engagement (passive and active), informational messages (IM) and social messages (SM) encourage mainly passive engagement. The study extends the research on active and passive customer engagement, and thus, it contributes directly to understanding engagement and customer experience with social media and expands the knowledge about the Facebook content strategy. Finally, it offers recommendations for future research in the examined area.

State of Digitalization in Lifestyle Apparel Industry

Objective: The objective of this research study was to assess the extent of digitalization in the Lifestyle Apparel Industry and identify any loopholes in the ideal supply chain management. The study aimed to examine the integration of retailers with their partners, the understanding of key industry trends, and the decision-making process regarding the right retail format and digitalization level.
 
 Method: This research adopted a descriptive approach, combining quantitative and qualitative methods. A sample of 80 Lifestyle Apparel Retailers from the Mumbai region was selected using a simple random sampling procedure. Data was collected through surveys and interviews to gather insights into the utilization of technology platforms in the industry.
 
 Result: The findings of the study revealed that Universal Product Coding, Unified Payments Interface, E-Commerce platforms, ERP Solution, and Loyalty Programs are the most extensively used technology platforms in the Lifestyle Apparel Industry. These platforms have significantly transformed the supply chain process, enhanced customer experience, and improved operational efficiency.
 
 Conclusion: In conclusion, this research highlights the pivotal role of technology in shaping the Lifestyle Apparel Industry. The adoption of various technology platforms has empowered retailers to optimize their operations, enhance customer engagement, and remain competitive in the market. The study also points out the importance of integrating retailers with partners, understanding industry trends, and making informed decisions to achieve an ideal supply chain management in the digital era. These insights are valuable for industry stakeholders and policymakers to drive further advancements and growth in the Lifestyle Apparel sector.

Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

PurposeThis paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs).Design/methodology/approachData were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.FindingsTechnology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs.Research limitations/implicationsThis study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct.Practical implicationsThe findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.Originality/valueThe research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.

A Survey Paper on Data-Driven CRM: Unearthing Opportunities with the Power of Data Mining

Abstract: In the contemporary landscape of marketing, Customer Relationship Management (CRM) has emerged as a pivotal strategy for businesses to ensure sustainable growth by leveraging customer knowledge. Central to this approach is the utilization of Data Mining (DM) techniques, which enable the extraction of intricate insights from extensive customer databases. This research paper delves into the fundamental role of Data Mining within the realm of CRM and elucidates its significance in shaping effective marketing strategies. Through this analysis, the paper underscores the indispensable synergy between CRM and Data Mining as a potent avenue for businesses to enhance customer engagement, tailor marketing approaches, and ultimately foster sustainable business growth.

Personalized Marketing Strategy in Digital Business Using Data Mining Approach

The integration of personalized marketing strategies and data mining techniques in the realm of digital business has garnered significant attention in recent years. This study employs a mixed-methods approach to explore the dynamics between personalized marketing and data mining, specifically investigating customer perceptions and behavior in the Lhokseumawe and Cirebon regions. Through in-depth interviews, 80 respondents' views on personalized marketing were analyzed, highlighting both positive sentiments regarding tailored campaigns and concerns over data privacy. Furthermore, quantitative analysis was conducted using data from platforms such as WhatsApp, Instagram, TikTok, and Shopee Ecommerce. This revealed distinct customer segments, yielded improved product recommendations, and uncovered interesting purchasing patterns. The results emphasize the importance of striking a balance between personalization benefits and privacy protection. By harnessing the insights provided by data mining, businesses can enhance customer engagement and satisfaction, ultimately navigating the dynamic digital landscape more effectively. This study contributes practical implications and strategic insights for businesses seeking to optimize their digital marketing strategies.