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研究生:馬諾基
研究生(外文):Manoj Kriplani
論文名稱:Customer Responses Towards Usage of Major IT tools in Marketing Communication: A Comparison study of Taiwan and India
論文名稱(外文):Customer Responses Towards Usage of Major IT tools in Marketing Communication: A Comparison study of Taiwan and India
指導教授:林頂立林頂立引用關係林谷合林谷合引用關係
指導教授(外文):Lin, Ting-LiLin Ku-Ho
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:96
語文別:中文
論文頁數:68
中文關鍵詞:PhoneE-mailMarketing CommunicationSMSMarketingTaiwanITIndia
外文關鍵詞:ITIndiaTaiwanMarketingPhoneE-mailSMSMarketing Communication
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This research study is related to application of Major IT tools in marketing communication for getting close to customers by understanding their preferences, choices and different attributes and thus maintaining long customer relationship. This study was to compare Taiwan and Indian customers preferences and attributes in selecting IT tools such as SMS, E-mail, Internet, and phone (Voice Response System) for making contact with company for customer care, online buying and inquiry, and company with its customers through these approaches for new product launch, promotions, sale offers, discount and special offers made during the season.

The purpose was to check and compare cross-cultural differences among customers regarding acceptance level, influence on purchasing decision and loyalty created by IT tools used in market communication.

The sample in this research work was taken from all customers from different background including Businessmen, Government employees, Employees in MNC, Local Employees, Self employed, Managers, part time workers, students and housewives having knowledge of usage of Internet and sending and receiving SMS. A total of 396 valid samples were collected, including 203 from Taiwan and 193 from India.

Regarding Acceptance level of IT tools for receiving information Taiwan showed more acceptance and adoption towards SMS and E-mail by scoring higher then India and India showed more acceptances towards phone.

Emphasizing on Purchasing Decision and Loyalty Part, again Taiwan scored High both in Usefulness and Influence and satisfaction and loyalty created through SMS and E-mail on purchasing Decision and Loyalty. Results were Significant. Indian people seemed to be more influenced and satisfied by phone as a tool in marketing communication.
This research study is related to application of Major IT tools in marketing communication for getting close to customers by understanding their preferences, choices and different attributes and thus maintaining long customer relationship. This study was to compare Taiwan and Indian customers preferences and attributes in selecting IT tools such as SMS, E-mail, Internet, and phone (Voice Response System) for making contact with company for customer care, online buying and inquiry, and company with its customers through these approaches for new product launch, promotions, sale offers, discount and special offers made during the season.

The purpose was to check and compare cross-cultural differences among customers regarding acceptance level, influence on purchasing decision and loyalty created by IT tools used in market communication.

The sample in this research work was taken from all customers from different background including Businessmen, Government employees, Employees in MNC, Local Employees, Self employed, Managers, part time workers, students and housewives having knowledge of usage of Internet and sending and receiving SMS. A total of 396 valid samples were collected, including 203 from Taiwan and 193 from India.

Regarding Acceptance level of IT tools for receiving information Taiwan showed more acceptance and adoption towards SMS and E-mail by scoring higher then India and India showed more acceptances towards phone.

Emphasizing on Purchasing Decision and Loyalty Part, again Taiwan scored High both in Usefulness and Influence and satisfaction and loyalty created through SMS and E-mail on purchasing Decision and Loyalty. Results were Significant. Indian people seemed to be more influenced and satisfied by phone as a tool in marketing communication.
Tables of Contents

Acknowledgements………………………………………………………….... 2

List of Figures and Tables………………………………………………….. 5

Abstract…………………………………………………………………………… 6

Chapter 1
Introduction…………………………………………………………………........ 7
Background and Motivation…………………….…………………………………….…... 7
Research Objectives………………………………………………………………………... 12
Research Questions……………………………………………………………. 12
Contribution………………….……………………………………………………………….. 13

Chapter 2
Literature Review……………………………………………………………..… 14
IT Applications in Marketing Communication...………………………………...….. 15
Customer Relationship Management (CRM)……………………………………..….. 17
Recent Studies on IT Management in CRM…………………………………….…... 19
Success Stories………………………………………………………………… 24

Chapter 3
Research Methodology………………………………………………….…..….. 26
Research Scope…………………………………………………………………………..…... 26
Research Type…………………………………………………………………..……..……… 26
Population and Samples…………………………………………………………….…….… 27
Types of Data…………………………………………………………………………….….... 28
Data Collection Methods…………………………..…………………………………….… 29
Questionnaire Design and Content………………………………………………… 30
Measurement Scale…………………………………………………………………… 30


Research Variable and Hypothesis……………………………………………………. 31
Research Procedure……………………………………………………………… 33
Data Analysis……………………………………………………………………………….…. 34
Conceptual Framework…………………………………………………………. 35





Chapter 4
Results………………………………………………………………………….. 36
Acceptance Level of IT Tools in marketing communication…………………….. 36
Influence on purchasing decision by IT Tools in marketing communication… 40
Loyalty created by IT Tools in marketing communication…………………... 42

Chapter 5
Conclusions…………………………………………………………………….. 45
Interpretation and Discussion…………………………………………………………... 45
Research Limitations……………………………………………………………………… 47
Future Research Suggestions…………………………………………………………… 47

References …………………………………………………………………………………….. 49




Appendix

A.1 Research Survey Questionnaire English……………………………………. 53
A.2 Research Survey Questionnaire Chinese……………………………………. 61














LIST OF FIGURES AND TABLES

Figure 3.1
Research Model…………………………………………………………... 35

Table 4.1
Means, Standard Deviations, and T-value of Acceptance Level
for SMS -India and Taiwan customers…………………………………. 37

Table 4.2
Means, Standard Deviations, and T-value of Acceptance Level
For E-mail -India and Taiwan customers……………………………… 38

Table 4.3
Means, Standard Deviations, and T-value of Acceptance Level
For Telephone -India and Taiwan customers………………………….. 39

Table 4.4
Means, Standard Deviations, and T-value of SMS’s usefulness
And influence on Purchasing Decision-India and Taiwan customers... 40

Table 4.5
Means, Standard Deviations, and T-value of E-mails’s usefulness
And influence on Purchasing Decision-India and Taiwan customers… 41

Table 4.6
Means, Standard Deviations, and T-value of Phone’s usefulness
And influence on Purchasing Decision-India and Taiwan customers…. 42

Table 4.7
Means, Standard Deviations, and T-value of Satisfaction and Loyalty
through SMS-India and Taiwan customers……………………………...… 43
Table 4.8
Means, Standard Deviations, and T-value of Satisfaction and Loyalty
through E-mail -India and Taiwan customers…………………………….. 44
Table 4.9
Means, Standard Deviations, and T-value of Satisfaction and Loyalty through Phone-India and Taiwan customers…………………………………………. 44
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