Influence of Digital Marketing Communication and Performance Effectiveness between b2b Companies and Clients in Thailand

Abstract:

The objectives of this study are to investigate the relative importance of digital marketing communication and CRM in influencing different concepts of trust (social trust and customer trust) and how it leads to firm and customer performance effectiveness in construction steel industries in Thailand. The findings revealed that digital marketing communication and customer relationship management have a positive and significant relation with different aspects of trust through the moderating effect of customer engagement. The results also showed that customer trust has a positive and significant relationship with the firm and customer performance effectiveness.