Journal of Business Economics and Management | 2026
Authors: Bocevičius H.; Tamulienė V.
DOI: 10.3846/jbem.2026.26194
Journal: Journal of Business Economics and Management
Year: 2026
Publisher: Vilnius Gediminas Technical University
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
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. © 2026 The Author(s). Published by Vilnius Gediminas Technical University.
consumer loyalty; digital marketing; express delivery industry; integrated marketing communication; marketing tools; social network marketing