Interactive Marketing And Its Impact On Customer Satisfaction – The Study Of Mobile Communication Service Providers In Jaffna Sri Lanka ( A Comparative Study Of Dialog And Mobitel)

Abstract

Abstract - Purpose: To examine the impact of interactive marketing on customer satisfaction. Design/methodology/approach: A questionnaire derived from previous studies and the relevant Literature was completed by 100 mobile communication service providers’ customers in Jaffna district, SriLanka. Single linear regression analysis assessed the impact on customer satisfaction of seven key constructs of interactive marketing such as trust, relationship commitment, quality of employees, quality of atmosphere, complaint handling, personalizing services and familiarity. Correlation analysis was carried out to examine the interrelationship between interactive marketing and customer satisfaction. And also independent sample T-test and independent sample one way ANOVA were utilized to find out the significant mean different in customer satisfaction among personal demographic variable. Findings : interactive marketing contributes significantly to customer satisfaction and predicts 41.6 percent of the variation found. Relationship commitment and trust in the interactive marketing contribute significantly to customer satisfaction. And customer satisfaction is not contributed significantly by personalizing services and complaint handling in the interactive marketing. And also there is a significant mean different in customer satisfaction among prepaid and post paid services. But there is no significant mean different in customer satisfaction among different age groups. Overall association between interactive marketing and customer satisfaction is moderate positively correlated. Research limitations/implications: This research focuses on mobile communication services in one particular district of the country. Therefore further research in other sectors may be necessary before generalization can be made on the entire service industry. Practical implications: Based on the finding of the study, there are a few key points that can be used to conclude this research paper. It is very important that the interactive marketing in the mobile communication service providers in Jaffna peninsula contributes to the customer satisfaction. Mainly relationship commitment, trust and familiarity dimensions in the interactive marketing contribute to the customer satisfaction for becoming loyal one. Originality/value : Reinforces and refines the body of knowledge relating to customer satisfaction in service industries.