A Relationship Marketing Model towards the Environment of Online Customers in Digital 4.0 Timing

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Prin Laksitamas, Li Baoguo, Siwarat Kobayashi, Pharatt Run, Chen Ling, Michael Slater, Su Guiyu, Patamaporn Pongpaibool

Abstract

This research aimed to study a relationship marketing model towards the environment of online customers in the time of Digital 4.0. The research findings indicated that the developed marketing model towards the environment of online customers in the time of Digital 4.0 was consistent and duly, with empirical data, and the validity and ability to predict showed a suitable level and equitably at 80.1%, where its acceptance percentage was more than 40% at the statistical significance of 0.05. The results found that levels of relationship between buyers and providers, relationship management, and marketing value creation were casually correlated with the marketing toward the environment of online customers in the time of Digital 4.0. Furthermore, the relationship between buyers and providers and relationship management levels were casually correlated with the marketing value creation of online customers in the time of Digital 4.0.

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