Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers

43 Pages Posted: 3 Nov 2008

See all articles by R. Prins

R. Prins

affiliation not provided to SSRN

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Multiple version iconThere are 2 versions of this paper

Date Written: March 28, 2007

Abstract

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.

Keywords: Competitive advertising, E-services, Hazard model, New product adoption, Telecommunications

Suggested Citation

Prins, R. and Verhoef, Peter C., Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers (March 28, 2007). ERIM Report Series Reference No. ERS-2007-018-MKT. Available at SSRN: https://ssrn.com/abstract=1290951

R. Prins (Contact Author)

affiliation not provided to SSRN

No Address Available

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

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