University of Twente Student Theses
Exploratory study : use of instant messaging tactics to increase loyalty
Witte, P. de (2016) Exploratory study : use of instant messaging tactics to increase loyalty.
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| Abstract: | This study aims to present and test the Instant messaging reference model and answering the research question: ‘What is the potential influence of instant messaging tactics on loyalty during the customer journey?’. Results online survey: The effects within the different phases of the tested reference model are (on an eight-point scale); 4,56 points for the Orientation/ Consider phase, 4,92 points for the Orientation / Evaluate phase, 5,25 points for the Experience (positive) phase, 4,51 points for the Experience (negative) phase, 5,42 points for the Advocate phase and 4,67 points for the Bonding phase. The conclusion drawn after the conducted literature study and the online survey is; within the Instant messaging reference model the design instant messaging tactics contributes to the potential loyalty of a consumer. The tactic with the biggest potential influence on loyalty during the customer journey is the After-sale service The tactic with the least potential influence on loyalty during the customer journey is the Chatbot service tactic |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/71076 |
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