The Impact of Customer Success Management and Digital Marketing on Customer Loyalty: Best Practices and Challenges for Businesses in the Goods and Services Market

Mundayadan, Sushith (2023) The Impact of Customer Success Management and Digital Marketing on Customer Loyalty: Best Practices and Challenges for Businesses in the Goods and Services Market. Masters thesis, Dublin, National College of Ireland.

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Abstract

In the highly competitive and rapidly changing goods and services market, businesses are compelled to adopt novel strategies to stay ahead of the curve. Ensuring customer satisfaction and fostering loyalty is pivotal to a company's triumph, leading numerous organizations to concentrate on customer success management (CSM) and the vibrant realm of digital marketing.

This research delves into the effects of CSM and digital marketing on realizing success in the marketplace. Utilizing a mixed-methods approach, the study comprises an exhaustive literature review and in-depth interviews with experienced professionals to pinpoint effective practices and challenges encountered when assimilating these tactics into businesses. The literature review accentuates the significance of customer success and digital marketing, the imperative for ethical conduct, and the role of innovation in achieving a notable competitive advantage.

The investigation unveils the capacity of businesses to capitalize on the synergistic potential of CSM and digital marketing to secure enduring competitive benefits. By engaging in meticulous interviews with industry experts, the research identifies vital practices that organizations can adopt to augment customer retention and acquisition. Furthermore, the data procured from customer surveys furnish valuable insights that businesses can employ to bolster customer satisfaction and loyalty.

In summation, this research adds substantially to the existing knowledge corpus on customer success management and digital marketing. The findings from the study can play a crucial role in devising efficient strategies that stimulate economic growth and competitiveness in the goods and services market. By offering an in-depth comprehension of the functions of CSM and digital marketing, this research provides pragmatic advice for businesses aspiring to outpace their rivals in the constantly evolving market environment.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Fitzgerald, Maurice UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition > Competitive Advantage H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Customer Service H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions:	School of Business > Master of Science in Management
Depositing User:	Tamara Malone
Date Deposited:	22 Aug 2023 12:13
Last Modified:	22 Aug 2023 12:13
URI:	https://norma.ncirl.ie/id/eprint/6803

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