Handbook of Research on Technology Applications for Effective Customer Engagement
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Handbook of Research on Technology Applications for Effective Customer Engagement

Norazah Mohd Suki (Universiti Utara Malaysia, Malaysia)
Release Date: September, 2020|Copyright: © 2021 |Pages: 391
ISBN13: 9781799847724|ISBN10: 1799847721|EISBN13: 9781799847731|DOI: 10.4018/978-1-7998-4772-4


In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age.

The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Artificial Intelligence
  • Brand Equity
  • Chatbots
  • Consumer Behavior
  • Customer Loyalty
  • Customer Support
  • Digital Marketing
  • E-Commerce
  • Marketing Analysis
  • Mobile Technologies
  • Purchasing Behavior
  • Social Commerce
  • Social Media
  • Target Marketing
  • Viral Marketing

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Lt. Colonel (CD) Professor Ts. Dr. Norazah Mohd Suki is a Professor of Marketing and E-Commerce at Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM). She was the recipient of Malaysia’s Research Star Award 2018, Highly Commended Paper in the 2015 and the 2017 Emerald Literati Network Awards for Excellence, Winners of the IGI Global Seventh Annual Awards Excellence in Research Journal, etc. Her research interests include marketing research, consumer behaviour, M-commerce, E-commerce, E-marketing, green marketing, Islamic marketing, and areas related to marketing. She has mentored several post-graduate students, published more than 300 papers in referred journals, book chapters, books, and conference papers detailing her research activities, on top of coordinating and participating in several research projects. She is also the editor of several SCOPUS indexed books. She has wide-ranging experiences as an invited speaker on courses related to Structural Equation Modelling (SEM), Statistical Package for Social Sciences (SPSS) and research methodology. She can be contacted at: azahsuki@yahoo.com.