Development of marketing tools for the express delivery industry to increase consumer loyalty
DOI: https://doi.org/10.3846/jbem.2026.26194Abstract
This research explores how to develop and enhance marketing tools to increase consumer loyalty in the express delivery industry. The study analyzes the influence of these tools on customer loyalty by reviewing scientific literature. The theoretical framework examines various marketing tools, including digital marketing, social media marketing, and integrated marketing communications. Based on this analysis, hypotheses were created and then tested using a survey. The study’s empirical section tests these hypotheses and develops a conceptual model that identifies four key tools for boosting loyalty. The findings offer new opportunities for both start-up and established Lithuanian express delivery companies to improve customer loyalty and gain a competitive edge in the market.
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marketing tools, consumer loyalty, express delivery industry, digital marketing, social network marketing, integrated marketing communicationHow to Cite
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Copyright (c) 2026 The Author(s). Published by Vilnius Gediminas Technical University.
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