Managing Factors to Stages of the Online Customer Journey Influence on Brand Trust
Keywords:Customer journey, Brand trust, Brand awareness, Purchase, Marketing funnel
This study examines the possibilities of enhancing relationship between external factors and five main steps of the customer journey influence on brand trust. Our aim is to fill a gap of empirical studies on the online channel in Thailand. We identify four external factors that contribute to each step of customer journey base on customer journey map theory. Data collected from 400 respondents was tested against the research model using a partial least squares (PLS) approach. Our hypotheses testing the determinants set of the customer journey with a statistical inferential analysis that, show the results support 7 of the 9 hypotheses, with a significant relationship between analysed constructs (Social influencer, eWom, and Marketing campaign) which are the factors that might contribute to online customer journey at the present.
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