Analysis of the Utilization of Direct and Online Marketing to Increase Customer Retention

Authors

  • Reni Rahmawati UIN Sunan Gunung Djati Bandung
  • Lilis Sulastri UIN Sunan Gunung Djati Bandung

DOI:

https://doi.org/10.32506/joes.v7i1.846

Keywords:

Direct marketing, Online Marketing, Customer Retention

Abstract

This research uses a qualitative research method with a literature review approach to explore the impact of direct and online marketing strategies on improving customer retention. The results of this study reveal that direct marketing enables deeper interaction with customers, while online marketing provides greater flexibility and access. The integration of these strategies, supported by analytics and customer data, plays a key role in creating a cohesive customer experience. Factors such as customer satisfaction, trust, brand loyalty, and service quality also figure prominently in understanding customer retention, providing a practical view of the real-world application of these strategies, and confirming the importance of utilizing direct and online marketing wisely to achieve effective customer retention goals.

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Published

2023-06-30

How to Cite

Rahmawati, R. ., & Sulastri, L. . (2023). Analysis of the Utilization of Direct and Online Marketing to Increase Customer Retention. Journal of Economicate Studies, 7(1). https://doi.org/10.32506/joes.v7i1.846