Investigating the use of marketing automation on customer relationships within the Scottish financial industry

Project: Research - Studentship

Project Details

Description

This research will explore the role, and the potential of marketing automation software within the Scottish financial industry. More specifically, the aim of this research is to explore the use of marketing automation and assess if it increases transparency, allowing for a more accurate analysis of the effects of various digital marketing efforts on customer relationships.
Marketing automation can be defined as a computerized technology that aids marketers and managers reach their objectives. It consists of a software platform that enables the automation of various marketing tasks, including for example e-mail marketing or database management. Additionally, it allows marketers to track customer online behaviour, such as the number of site visits per customer, through the use of cookies, login information recognition and IP address recognition, enabling marketers to collect a more holistic picture of the potential customer over time. The main idea is to send the potential customer the right message at the right time, in other words, to respond to a prospects action, for example signing up for a newsletter, by specific communications. Such activity can be suggested to influence the customer experience, which in turn impacts the overall customer relationships. This study will aim to enhance understanding on marketing automation and its impact on service delivery in the context of the financial services sector within the Scottish economy. The financial services sector was chosen for scrutiny, as customer loyalty has been recognized as an important organizational goal due to the complex and dynamic nature of the retail banking, suggesting that the management of these relationships is important.

Funding: ESRC Doctorial Studentship Full Award £59,470
StatusActive
Effective start/end date1/10/181/10/21