Web Marketing Practices of Service Providers

Deans, Kenneth R.; Gray, Brendan; Ibbotson, Pat; Osborne, Phil; Knightbridge, Karen

doi:10.1080/714005119

Cited by 12 publications

(8 citation statements)

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“…Prior research has shown that small businesses use the Internet more for marketing communications and customer-relationship management than to advance business processes such as automating transactions (Adams & Deans, 2001). A relatively low percentage of small businesses use the Internet to complete businesses transactions compared to those that use the Internet for communications (Deans, Gray, Ibbotson, & Knightbridge, 2003;Ramsey & Ibbotson, 2006).…”

Section: Internet Use and Its Impact On Strategic Flexibilitymentioning

confidence: 99%

SME Internet use and strategic flexibility: the moderating effect of IT market orientation

Celuch

Murphy

2010

Journal of Marketing Management

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One of the most important topics in the marketing literature has been the concept of market orientation. However, questions remain as to the dynamics of how market orientation translates into intermediate capabilities. This study explores relationships among different types of Internet usage, IT market orientation (the extent to which IT is aligned to manage customer and competitor information and internal activities), and strategic flexibility (firm capability to respond to the need for change). Specifically, use of the Internet for communication with relevant stakeholders, owing to its market-sensing potential, should be positively and significantly related to strategic flexibility for SMEs with more IT market-oriented alignment. The market-sensing potential of Internet communication to impact strategic flexibility positively for SMEs is likely to be lost under low IT market-oriented-alignment conditions. In contrast, IT market orientation should not moderate the relationship between Internet use for transactions with relevant stakeholders and strategic flexibility, given that the typical order taking and processing is a static, routine function for SMEs. Results supported hypothesised relationships. By delineating the type of Internet usage and required IT alignment that contribute to leveraging the Internet effectively, findings hold implications for future research by clarifying boundary conditions for Internet effects. Specifying how and when Internet use promotes strategic flexibility, an important enabler of competitive advantage, helps small business owner/managers better utilise their limited resources.

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Section: Internet Use and Its Impact On Strategic Flexibilitymentioning

confidence: 99%

SME Internet use and strategic flexibility: the moderating effect of IT market orientation

Celuch

Murphy

2010

Journal of Marketing Management

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“…SM4: In our firm, we constantly check online networks to know about competitor's products and services (Moen, Madsen and Aspelund, 2008). SM5: We encourage our customers to participate in live and interactive discussion forums in our website (Moen, Madsen and Aspelund, 2008;Deans et al, 2003). SM6: Our firm has increased efficiency in developing products due to online customer interaction at various stages of product development (Fisher, 2009;Moen, Madsen and Aspelund, 2008;Deans et al, 2003).…”

Section: Measurement Scales For Social Media Practicesmentioning

confidence: 99%

“…SM5: We encourage our customers to participate in live and interactive discussion forums in our website (Moen, Madsen and Aspelund, 2008;Deans et al, 2003). SM6: Our firm has increased efficiency in developing products due to online customer interaction at various stages of product development (Fisher, 2009;Moen, Madsen and Aspelund, 2008;Deans et al, 2003). SM7: Our constant interaction with customers through online networks has improved our customer relations (Moen, Madsen and Aspelund, 2008;Deans et al, 2003).…”

Section: Measurement Scales For Social Media Practicesmentioning

confidence: 99%

“…SM6: Our firm has increased efficiency in developing products due to online customer interaction at various stages of product development (Fisher, 2009;Moen, Madsen and Aspelund, 2008;Deans et al, 2003). SM7: Our constant interaction with customers through online networks has improved our customer relations (Moen, Madsen and Aspelund, 2008;Deans et al, 2003). SM8: There is a reduction in online customer support because of the information we provide through our online discussion forums (Fisher, 2009;Deans et al, 2003).…”

Section: Measurement Scales For Social Media Practicesmentioning

confidence: 99%

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An Examination of Social Media Practices that Improve Customer Satisfaction in the B2B Market in the ICT Sector in India

Moses¹,

Peter²,

Peter³

2019

EJISE

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Recent developments in Information and Communication Technology (ICT) have initiated significant transformation in the way in which B2B firms interact with existing and potential customers. These advancements have a profound impact on the marketing practices of firms. Social media is one of the most important information technology tools which have a transformative impact on business enterprises. It has dramatically influenced businesses and industries in this era. Social connectivity through this online platform has become a key to marketing in firms. Given the exponential increase in the use of social media, firms need to be present where their customers are in order to know the needs of their customers and to satisfy them. The use of social media as a component of a firms’ marketing strategy is widely recognised by marketing practitioners. Also, marketers have embraced the abilities of these online platforms to assist in marketing practices in firms. However, there is limited research that explores the influence of social media usage on customer satisfaction in the B2B sector. This study seeks to fill this gap and examines the influence of social media practices adopted by the ICT firms on customer satisfaction. A web based survey was used to collect data from a sampling frame of ICT firms in India. Analysis shows that social media practices have a positive and significant influence on customer satisfaction. This research makes a distinct contribution to social media literature. It addresses the gap in literature by providing an understanding of the effective use of social media for marketing purposes by the B2B firms in the ICT sector in India. It provides empirical evidence to support that these effective social media practices improves customer satisfaction in these firms.

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“…In the past, internet marketing was solely used for tactical and communication purposes (Deans et al 2003). However, the internet has been increasingly integrated into the marketing functions (Prasad et al 2001).…”

Section: Introductionmentioning

confidence: 99%

Do market oriented firms adopt Web 2.0 technologies? An empirical study in hospitality firms

Lim

Saldaña

2011

Int Entrep Manag J

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Market Orientation (MO) has been of paramount importance for business performance, innovation, and marketing. It has called the attention of many researchers. Market orientation involves the generation of market intelligence, intelligence dissemination and responsiveness. Firms have been adopting different information technologies and the internet to generate and disseminate market intelligence. The Web 2.0 and its applications are being used by both customers and firms, and firms are adopting them to support different aspects of the organization. On the other hand, since users are generating enormous quantities of content on the internet it seems that a lot of market intelligence could be captured from the Web. Therefore, it was worth to ask if market oriented firms are adopting Web 2.0. This article studied the relationship between MO and the adoption of Web 2.0 technologies in the hospitality industry using a structural equation modeling approach and based on the findings the relation between MO and the adoption of Web 2.0 was confirmed. Finally conclusions and implications of the results are discussed and several lines of future research are suggested.

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Web Marketing Practices of Service Providers

Cited by 12 publications

References 0 publications

SME Internet use and strategic flexibility: the moderating effect of IT market orientation

SME Internet use and strategic flexibility: the moderating effect of IT market orientation

An Examination of Social Media Practices that Improve Customer Satisfaction in the B2B Market in the ICT Sector in India

Do market oriented firms adopt Web 2.0 technologies? An empirical study in hospitality firms

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