The relationship between digital marketing, customer relationship management and service quality on brand equity

Building a strong brand with significant equity provides a host of benefits for business organizations. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence.
In addition, the presumed differences in brand equity associated with search-dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. This study adopted the Theory of Customer-Based Brand Equity (CBBE) as an underpinning theory for its assumptions and to develop its model. The objectives of this study is to empirically test whether brand equity is influenced by digital marketing, customer relationship management (CRM) and service quality. A quantitative methodology was adopted. The data were based on online survey
conducted among Jawwar Telecommunication company subcribers in the Gaza city, Palestine resulting in 150 respondents. Data were analyzed using correlation and multiple regression analysis in SPSS version 22. The results revealed that all the hypotheses were supported, indicating that digital marketing, CRM and service quality significantly influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome. This study offers theoretical and practical
contributions for academics and professionals. The limitations of the study have been addressed and some valuable suggestions for future research work are offered.