Evaluating the effectiveness of interactive marketing
Abstract
Demonstrates that quantity of provider/customer interaction – specifically interaction intensity and information intensity – is associated both with satisfaction and repurchase intentions, by studying 224 high net worth buyers of two banking services. Lends additional support to the field of interactive marketing.
Keywords
Citation
Maru File, K. and Prince, R.A. (1993), "Evaluating the effectiveness of interactive marketing", Journal of Services Marketing, Vol. 7 No. 3, pp. 49-58. https://doi.org/10.1108/08876049310044574
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited