Relationship Marketing in the Digital Age: Strengthening Customer Engagement and Partnerships in the Lifestyle Industry
DOI:
https://doi.org/10.69569/jip.2026.296Keywords:
Customer engagement, Digital marketing, E-CRM, Lifestyle industry, Relationship marketingAbstract
The study looked into the impact of relationship marketing on improving customer engagement and long-term connections in the lifestyle company in the Philippines. Specifically, it examined the impact of trust, loyalty, commitment, relationship quality, customer happiness, Electronic Customer Relationship Management (E-CRM), strategic market orientation and competitor analysis on the success of digital marketing. The study design was descriptive-correlative. The respondents were 97 marketing professionals, digital marketers, and brand managers selected through purposive sampling. Data were collected using a researcher-developed questionnaire and Google Forms and analyzed using descriptive and correlational statistical techniques. The study results indicated that relationship marketing techniques were perceived to be well implemented, and that relationship quality and e-CRM were strengths for engaging consumers and promoting digital marketing strategies. The respondents also had a good perception of strategic market orientation and competition analysis, while there were still difficulties with market rivalry, consumer trust and credibility, and new technologies. Additionally, a significant correlation was found between some demographic and professional variables and various aspects of relationship marketing. This means that the respondents could have varied perceptions and applications of relationship marketing approaches. In conclusion, this study shows that building customer trust, leveraging digital relationship management, and executing smart marketing strategies are vital to boosting customer engagement and maintaining long-term partnerships in the lifestyle industry.
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