Identifying the Impact of Using Direct Marketing Tools on Customer Loyalty

Context and Purpose. Direct marketing is one of the expanding marketing strategies in Iranian markets. Direct marketing is the communication which data are systematically used to achieve measurable marketing goals such that the contact between a company and its customers in the faced future. In fact, direct marketing is the development of the interactions between the company and the customers. When direct marketers send requests to customers in order to sell products or services, some kind of interaction begins between direct marketers and customers. After receiving of the requests, customers must decide whether or not to accept the product purchase offer. Regarding the importance of direct marketing, the present study investigates the impact of using direct marketing tools on customer loyalty. Analysis method: The statistical population of this study consisted of internet food shoppers in Tehran in the first half of the ۱۳۹۸.) Second half of the ۲۰۱۹) to carry out this study, firstly, using library studies, interviewing experts and referring to internet database, subject literature was compiled and compiled. Then, using a researcher-made questionnaire, the required information was collected. Results: The results of this study show that respondents use telephone and mobile as direct marketing tools to influence customer loyalty. Also, other results show that using respondents' catalog and direct mail. As with other direct marketing tools, it also affects customer loyalty.

کلیدواژه ها:

Customer Satisfaction ، Cataloging ، Value Creation ، Customer Loyalty ، Marketing Strategy