2007-03-28
Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers
Publication
Publication
ERIM report series research in management Erasmus Research Institute of Management
The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors. Using a split-hazard approach, the authors account for the fact that a significant part of the customer base will never adopt the new e-service. The empirical results show that service advertising shortens the time to adoption, even when it is initiated by competitors.
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Erasmus Research Institute of Management | |
hdl.handle.net/1765/9405 | |
ERIM Report Series Research in Management | |
ERIM report series research in management Erasmus Research Institute of Management | |
Organisation | Erasmus Research Institute of Management |
Prins, R., & Verhoef, P. (2007). Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers (No. ERS-2007-018-MKT). ERIM report series research in management Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/9405 |