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.

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