The relationship between digital marketing, customer relationship management and service quality on brand equity

Building a strong brand with significant equity provides a host of benefits for business organizations. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. While the brand equity associated with tangible goods has received a great...

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Main Author:	Aish, Ahmed A. M.
Format:	Thesis
Language:	eng eng
Published:	2022
Subjects:	HF5549-5549.5 Personnel Management Employment
Online Access:	https://etd.uum.edu.my/10074/1/depositpermission_s827795.pdf https://etd.uum.edu.my/10074/2/s827795_01.pdf
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id	my-uum-etd.10074
record_format	uketd_dc
spelling	my-uum-etd.100742022-11-21T04:42:25Z The relationship between digital marketing, customer relationship management and service quality on brand equity 2022 Aish, Ahmed A. M. mohd noor, nor azila School of Business Management School of Business Management HF5549-5549.5 Personnel Management. Employment Building a strong brand with significant equity provides a host of benefits for business organizations. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search-dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. This study adopted the Theory of Customer-Based Brand Equity (CBBE) as an underpinning theory for its assumptions and to develop its model. The objectives of this study is to empirically test whether brand equity is influenced by digital marketing, customer relationship management (CRM) and service quality. A quantitative methodology was adopted. The data were based on online survey conducted among Jawwar Telecommunication company subcribers in the Gaza city, Palestine resulting in 150 respondents. Data were analyzed using correlation and multiple regression analysis in SPSS version 22. The results revealed that all the hypotheses were supported, indicating that digital marketing, CRM and service quality significantly influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome. This study offers theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed and some valuable suggestions for future research work are offered. 2022 Thesis https://etd.uum.edu.my/10074/ https://etd.uum.edu.my/10074/1/depositpermission_s827795.pdf text eng staffonly https://etd.uum.edu.my/10074/2/s827795_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	mohd noor, nor azila
topic	HF5549-5549.5 Personnel Management Employment
spellingShingle	HF5549-5549.5 Personnel Management Employment Aish, Ahmed A. M. The relationship between digital marketing, customer relationship management and service quality on brand equity
description	Building a strong brand with significant equity provides a host of benefits for business organizations. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search-dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. This study adopted the Theory of Customer-Based Brand Equity (CBBE) as an underpinning theory for its assumptions and to develop its model. The objectives of this study is to empirically test whether brand equity is influenced by digital marketing, customer relationship management (CRM) and service quality. A quantitative methodology was adopted. The data were based on online survey conducted among Jawwar Telecommunication company subcribers in the Gaza city, Palestine resulting in 150 respondents. Data were analyzed using correlation and multiple regression analysis in SPSS version 22. The results revealed that all the hypotheses were supported, indicating that digital marketing, CRM and service quality significantly influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome. This study offers theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed and some valuable suggestions for future research work are offered.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Aish, Ahmed A. M.
author_facet	Aish, Ahmed A. M.
author_sort	Aish, Ahmed A. M.
title	The relationship between digital marketing, customer relationship management and service quality on brand equity
title_short	The relationship between digital marketing, customer relationship management and service quality on brand equity
title_full	The relationship between digital marketing, customer relationship management and service quality on brand equity
title_fullStr	The relationship between digital marketing, customer relationship management and service quality on brand equity
title_full_unstemmed	The relationship between digital marketing, customer relationship management and service quality on brand equity
title_sort	relationship between digital marketing, customer relationship management and service quality on brand equity
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2022
url	https://etd.uum.edu.my/10074/1/depositpermission_s827795.pdf https://etd.uum.edu.my/10074/2/s827795_01.pdf
_version_	1776103726155563008

The relationship between digital marketing, customer relationship management and service quality on brand equity

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