[An Empirical Investigation to Evaluate the Effectiveness of Telecom Marketing]

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of evaluate the effectiveness of telecom marketing in a holistic context. The main focus of the research is on evaluate the effectiveness of telecom marketing and its relation with consumer perceptions. The research also analyzes many aspects of evaluate the effectiveness of telecom marketing and tries to gauge its effect on consumer perceptions. Finally the research describes various factors which are responsible for evaluate the effectiveness of telecom marketing and tries to describe the overall effect of evaluate the effectiveness of telecom marketing on consumer perceptions.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Purpose of the Study3

Research Questions3

CHAPTER 2: LITERATURE REVIEW5

Telecom marketing5

Innovation adoption6

Innovation attributes7

Product involvement9

Consumers' Perception in Other Countries11

Conceptual model of mobile marketing acceptance14

Dependent variable15

Mobile marketing acceptance15

Mediating effects of marketing-related mobile activity17

Antecedent factors19

Risk acceptance20

Rapidly changing business environment22

Previous studies of telecom businesses in Africa24

After-sales service theories and hypotheses26

Service and its nature26

Customer service26

After-sales service27

After-sales service behaviors of customers27

Components of after-sales service28

Customer satisfaction and quality of service30

Service quality dimension driven by employee behaviors31

Ethiopian Telecommunication Corporation32

CHAPTER 3: RESEARCH METHODS35

Survey development37

Data collection38

Analysis39

CHAPTER 4: RESEARCH FINDINGS1

Results for Other Countries Hypothesis4

Discussion and implications5

Theoretical implications5

Antecedent factors related to mobile marketing acceptance5

Mediating effects on mobile marketing acceptance6

Managerial implications8

Drivers of, and obstacles to, acceptance of mobile marketing8

Study limitations and future research10

CHAPTER 5: CONCLUSION12

REFERENCES16

APPENDIX29

Chapter 1: Introduction

During the past decade, innovative marketing communication channels that deliver relevant and personalised messages to target audiences, have emerged as major components in the direct marketing programs of many organizations (Harmon et al., 1999, 29-38, 29-38; Watson et al., 2001). In particular, the internet, alongside ubiquitous devices such as the Telecom, is facilitating new channels for reaching and interacting with consumers (Moffett et al., 2001, 437-51; Trappey and Woodside, 2005; Xu, 2006). Despite these apparent opportunities, technological complexities and privacy issues surrounding the implementation of Telecom marketing have meant its diffusion within the Australian marketplace has been comparatively slow (Howarth, 2007, 20-1, 20-1).

The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the variety of factors influencing the acceptance of Telecom marketing from both consumer and organization perspectives. However, the current literature remains largely inconsistent and fragmented. One major research stream focuses on consumer acceptance and adoption of mobile services in general, such as multimedia messaging service, online gaming and other wireless services (Foulds and Burton, 2006, 6-17, 6-17; Hung et al., 2003, 42-60, 42-60; Kleijnen et al., 2004, 51-61). Another more specific field of research focuses on consumer perceptions and ...