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

Remco Prins and Peter Verhoef

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

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 (search for similar items in EconPapers)
JEL-codes: C44 M M31 M37 (search for similar items in EconPapers)
Date: 2007-03-28
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Citations: View citations in EconPapers (40)

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