2007 JOM Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers

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

Remco Prins and Peter C. Verhoef

ERIM REPORTSERIESRESEARCH IN M ANAGEMENT

ERIM Report Series reference number ERS-2007-018-MKT

Publication March 2007

Number of pages 40

Persistent paper URL

Email address corresponding author [email protected]

Address Erasmus Research Institute of Management (ERIM)

RSM Erasmus University / Erasmus School of Economics

Erasmus Universiteit Rotterdam

P.O.Box 1738

3000 DR Rotterdam, The Netherlands

Phone: + 31 10 408 1182

Fax: + 31 10 408 9640

Email: [email protected]

Internet: www.erim.eur.nl

Bibliographic data and classifications of all the ERIM reports are also available on the ERIM website:www.erim.eur.nl

http://www.erim.eur.nl/

http://www.erim.eur.nl/



ERASMUS RESEARCH INSTITUTE OF M ANAGEMENT

REPORT SERIES

RESEARCH IN MANAGEMENT

ABSTRACT ANDKEYWORDS

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.

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

Availability The ERIM Report Series is distributed through the following platforms:

Academic Repository at Erasmus University (DEAR),DEAR ERIM Series Portal

Social Science Research Network (SSRN), SSRN ERIM Series Webpage

Research Papers in Economics (REPEC), REPEC ERIM Series Webpage

Classifications The electronic versions of the papers in the ERIM report Series contain bibliographic metadataby the following classification systems:

Library of Congress Classification, (LCC) LCC Webpage

Journal of Economic Literature, (JEL), JEL Webpage

ACM Computing Classification SystemCCS Webpage

Inspec Classification scheme (ICS), ICS Webpage

https://ep.eur.nl/handle/1765/1

http://www.ssrn.com/link/ERIM.html

http://ideas.repec.org/s/dgr/eureri.html

http://lcweb.loc.gov/catdir/cpso/lcco/lcco_h.pdf

http://www.aeaweb.org/journal/jel_class_system.html

http://www.acm.org/class/

http://www.iee.org/Publish/Support/Inspec/Document/Class/index.cfm

http://www.iee.org/Publish/Support/Inspec/Document/Class/index.cfm

http://www.acm.org/class/

http://www.aeaweb.org/journal/jel_class_system.html

http://lcweb.loc.gov/catdir/cpso/lcco/lcco_h.pdf

http://ideas.repec.org/s/dgr/eureri.html

http://www.ssrn.com/link/ERIM.html




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Publications in the Report Series Research ∗ in Management

ERIM Research Program: “Marketing”

2007

Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing CustomersRemco Prins and Peter C. Verhoef ERS-2007-018-MKT

Indirect Network Effects in New Product GrowthStefan Stremersch, Gerard J. Tellis, Philip Hans Franses and Jeroen L.G. BinkenERS-2007-019-MKT

∗

A complete overview of the ERIM Report Series Research in Management:https://ep.eur.nl/handle/1765/1

ERIM Research Programs:LIS Business Processes, Logistics and Information SystemsORG Organizing for PerformanceMKT M k ti



Documents

2007 JOM Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers