A study of the influence of precision marketing on customer loyalty to WeChat

Name: Zu Qianyi

keyword: Independent Study

ThaSH: Electronic commerce

Classification :.DDC: 658.8343

; precision marketing

ThaSH: Online social networks

; customer loyalty

ThaSH: Marketing research

; switching costs

ThaSH: Consumer behavior

Abstract: With the development of mobile Internet technology, the O2O e-commerce model has emerged, and social networks such as WeChat have emerged in the marketing field. In today’s fast-growing e-commerce environment, the O2O model, as a business model that integrates online and offline advantages, has been widely used in many fields. However, for now, the research on customer loyalty in the O2O model is still in the stage of imperfection. This study aimed:1) To explore the relationship between precision marketing and customer loyalty, 2) To explore the relationship between switching costs and customer loyalty. A quantitative research method using a questionnaire survey was adopted. The results indicate that precision marketing has a positive impact on customer loyalty, and the path coefficient is significant,but the impact of switching costs on customer loyalty is not significant, and the hypothesis is not established, possibly because of the passive loyalty of users. In the O2O model, targeted marketing strategies, user segmentation, and multi – channel marketing should be adopted to improve customer loyalty. Future research needs to further develop scales, accurately define loyalty, deeply examine the influence mechanism of variables, and explore the similarities and differences between the physical and online marketing environments.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Ma Yu

Role: Advisor

Created: 2567

Modified: 2025-06-13

Issued: 2025-06-13

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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