TBU Publications
Repository of TBU Publications

B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry

DSpace Repository

Show simple item record

dc.title B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry en
dc.contributor.author Bakhtieva, Elina
dc.relation.ispartof Oeconomia Copernicana
dc.identifier.issn 2083-1277 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2017
utb.relation.volume 8
utb.relation.issue 3
dc.citation.spage 463
dc.citation.epage 478
dc.type article
dc.language.iso en
dc.publisher Nicolaus Copernicus University Torun
dc.identifier.doi 10.24136/oc.v8i3.29
dc.relation.uri http://economic-research.pl/Journals/index.php/oc/article/view/252
dc.relation.uri https://www.ceeol.com/search/article-detail?id=587054
dc.subject digital marketing en
dc.subject customer loyalt en
dc.subject touchpoints en
dc.subject B2B digital marketing strategy en
dc.subject B2B industrial companies en
dc.description.abstract Research background: Digital marketing has changed the nature of company-to-customer communication. With rising information overload and reduced decision-making time, touchpoints have gained additional importance by yielding customer loyalty. Yet, the existing digital marketing tools have failed to keep pace with these trends. Companies are lacking a simple framework that focuses on a digital marketing strategy built around touchpoints and customer loyalty. This is especially relevant for B2B companies, which due to their specifics are more dependent on customers and less flexible in adapting of new digital trends. Purpose of the article: A B2B business strategy tailored to digital trends demands a reevaluation of prior understanding of a product portfolio, a company's internal and external environment. The purpose of the article is to present a framework that helps to undertake the necessary changes and enables the connections with industry. Methods: The suggested model has been drawn from the literature review and extended based on the findings of a multiple case study of Austrian Heating, Ventilation and Air Conditioning (HVAC) industry companies. The fieldwork was conducted in early 2017. Findings & Value added: Aspiring to follow trends in digital marketing and to help B2B companies to adapt their strategy to ongoing changes in company-to-customer communication, a new framework has been developed. The framework aims to increase customer loyalty and focuses on channels/ touchpoints, assets, skills, audience and customer journey. The model could be beneficial for Chief Marketing Officers (CMO) and other C-levels by offering a simple and reliable tool for improving a company's position in the digital marketplace. Moreover, it enables continuous adjustment of an already existing business strategy. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007771
utb.identifier.obdid 43876973
utb.identifier.wok 000419771300009
utb.source j-wok
dc.date.accessioned 2018-02-26T10:20:07Z
dc.date.available 2018-02-26T10:20:07Z
dc.description.sponsorship Internal Grant Agency of Tomas Bata University [IGA/FaME/2016/007]
dc.rights Attribution 3.0 International
dc.rights.uri http://creativecommons.org/licenses/by/3.0/
dc.rights.access openAccess
utb.contributor.internalauthor Bakhtieva, Elina
utb.fulltext.affiliation Elina Bakhtieva Tomas Bata University in Zlín, Czech Republic Contact: bakhtieva@fame.utb.cz, Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Marketing, Mostní 5139, 760 01 Zlín, Czech Republic
utb.fulltext.dates Received: 3 April 2017; Revised: 9 June 2017; Accepted: 3 July 2017
utb.fulltext.references Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2). doi: 10.1016/j.jretai.2014.12.008. Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding: an exploratory study. Journal of Customer Behaviour, 11(2). doi: 10.1362/147539212X13420906144552. Chaffey, D. (2014). Managing Customer Journeys 2014. de Haan, E., Kannan, P. K., Verhoef, P. C., & Wiesel, T. (2015). The role of mobile devices in the online customer journey. MSI Marketing Science Institute. Dubois, A., & Gadde, L. E. (2002). Systematic combining: an abductive approach to case research. Journal of Business Research, 55(7). doi: 10.1016/S0148-2963(00)00195-8. Gillin, P., & Schwartzman, E. (2011). Social marketing to the business customer: listen to your B2B market, generate major account leads, and build client relationships. Hoboken: John Wiley & Sons, Inc. Harder, C. T., & Jordan, M. M. (2013). The transparency of county websites: a content analysis. Public Administration Quarterly, 37(1). Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4). doi: 10.1108/JRIM-02-2014-0013. Janita, M. S., & Miranda, F. J. (2013). The antecedents of client loyalty in business-to-business (B2B) electronic marketplaces. Industrial Marketing Management, 42(5). doi: 10.1016/j.indmarman.2013.01.006. Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social media marketing usage in B2B industrial section. Marketing Management Journal, 22(2). Jung, Y. (2014). What a smartphone is to me: Understanding user values in using smartphones. Information Systems Journal, 24(4). doi: 10.1111/isj.12031. Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6). doi: 10.1108/JBIM-04-2013-0092. Keinänen, H., & Kuivalainen, O. (2015). Antecedents of social media B2B use in industrial marketing context: customers’ view. Journal of Business & Industrial Marketing, 30(6). doi: 10.1108/JBIM-04-2013-0095. Lacka, E., & Chong, A. (2016). Usability perspective on social media sites’ adoption in the B2B context. Industrial Marketing Management, 54. doi: 10.1016/j.indmarman.2016.01.001. Lee, T. M., & Park, C. (2008). Mobile technology usage and B2B market performance under mandatory adoption. Industrial Marketing Management, 37(7). doi: 10.1016/j.indmarman.2008.02.008. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1). doi: 10.1016/j.emj.2013.12.001. Leek, S., & Christodoulides, G. (2011). Brands: just for consumers? Introduction to the special issue on B2B branding. Industrial Marketing Management, 40(7). doi: 10.1016/j.indmarman.2011.09.019. Levina, O., & Vilnai-Yavetz, I. (2015). E-visibility maturity model: a tool for assessment and comparison of individual firms and sets of firms in e-business. Electronic Commerce Research and Applications, 14(6). doi: 10.1016/j.elerap.2015.07.004. McMillan, S. J., Hoy, M. G., Kim, J., & McMahan, C. (2008). A multifaceted tool for a complex phenomenon: coding Web-based interactivity as technologies for interaction evolve. Journal of Computer-Mediated Communication, 13(4). doi: 10.1111/j.1083-6101.2008.00420.x. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7). doi: 10.1016/j.indmarman.2011.09.009. Miles, M. B., & Huberman, M. (1994). Qualitative data analysis: an expanded sourcebook. Evaluation and Program Planning, 19(1). doi: 10.1016/0149-7189(96)88232-2. Nacar, R., & Burnaz, S. (2011). A cultural content analysis of multinational companies’ web sites. Qualitative Market Research: An International Journal, 14(3). doi: 10.1108/13522751111137505. Ngai, E. W. T., Tao, S. S. C., & Moon, K. K. L. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1). doi: 10.1016/j.ijinfomgt.2014.09.004. Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6). doi: 10.1362/026725708X325977. Royle, J., & Laing, A. (2014). The digital marketing skills gap: developing a digital marketer model for the communication industries. International Journal of Information Management, 34(2). doi: 10.1016/j.ijinfomgt.2013.11.008. Schüller, A. M. (2016). Touch. Point. Sieg. Offenbach: GABAL Verlag GmbH. Sinisalo, J., Salo, J., Karjaluoto, H., & Leppäniemi, M. (2007). Mobile customer relationship management: underlying issues and challenges. Business Process Management Journal, 13(6). doi: 10.1108/14637150710834541. Straker, K., Wrigley, C., Rosemann, M., Straker, K., Wrigley, C., Rosemann, M., & Watchravesringkan, K. (2015). Typologies and touchpoints: designing multichannel digital strategies. Journal of Research in Interactive Marketing, 9(2). doi: 10.1108/JRIM-06-2014-0039. Vázquez, S., Muñoz-García, Ó., Campanella, I., Poch, M., Fisas, B., Bel, N., & Andreu, G. (2014). A classification of user-generated content into consumer decision journey stages. Neural Networks, 58. doi: 10.1016/j.neunet.2014.05.026.
utb.fulltext.sponsorship This work was supported by the Internal Grant Agency of Tomas Bata University under the project no. IGA/FaME/2016/007.
utb.wos.affiliation [Bakhtieva, Elina] Tomas Bata Univ Zlin, Zlin, Czech Republic
Find Full text

Files in this item

Show simple item record

Attribution 3.0 International Except where otherwise noted, this item's license is described as Attribution 3.0 International