E-mail Customer Service by Australian Educational Institutions

Jamie Murphy, L. Gomes

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This research used an e-mail from mock Chinese consumers to investigate how Australian educational institutions use e-mail for overseas marketing and customer service. Less than two out of three of the 212 institutions sampled replied to a simple e-mail asking about fees and entry requirements. Even less institutions answered the questions promptly, politely, personally, professionally and promotionally. Despite e-mail's widespread use, these results highlight implementation issues with this new marketing and customer service tool.The study gives institutions benchmarks and insights for improving e-mail marketing and online customer service. Academically, this paper supports past organisational research that size and industry sector relate to adopting innovations, suggests new metrics for measuring Internet adoption and proposes future research agendas.
Original languageEnglish
Pages (from-to)56-69
JournalAustralasian Marketing Journal
Volume11
Issue number2
Publication statusPublished - 2003

Fingerprint

Educational institutions
Electronic mail
Customer service
Marketing
Industry
Benchmark
Research agenda
Fees
Chinese consumers
Innovation
Internet adoption
Organizational research

Cite this

@article{e3ab6a8406654a92b85800ac0a282fb2,
title = "E-mail Customer Service by Australian Educational Institutions",
abstract = "This research used an e-mail from mock Chinese consumers to investigate how Australian educational institutions use e-mail for overseas marketing and customer service. Less than two out of three of the 212 institutions sampled replied to a simple e-mail asking about fees and entry requirements. Even less institutions answered the questions promptly, politely, personally, professionally and promotionally. Despite e-mail's widespread use, these results highlight implementation issues with this new marketing and customer service tool.The study gives institutions benchmarks and insights for improving e-mail marketing and online customer service. Academically, this paper supports past organisational research that size and industry sector relate to adopting innovations, suggests new metrics for measuring Internet adoption and proposes future research agendas.",
author = "Jamie Murphy and L. Gomes",
year = "2003",
language = "English",
volume = "11",
pages = "56--69",
journal = "Australasian Marketing Journal",
issn = "1839-3349",
publisher = "Pergamon",
number = "2",

}

E-mail Customer Service by Australian Educational Institutions. / Murphy, Jamie; Gomes, L.

In: Australasian Marketing Journal, Vol. 11, No. 2, 2003, p. 56-69.

Research output: Contribution to journalArticle

TY - JOUR

T1 - E-mail Customer Service by Australian Educational Institutions

AU - Murphy, Jamie

AU - Gomes, L.

PY - 2003

Y1 - 2003

N2 - This research used an e-mail from mock Chinese consumers to investigate how Australian educational institutions use e-mail for overseas marketing and customer service. Less than two out of three of the 212 institutions sampled replied to a simple e-mail asking about fees and entry requirements. Even less institutions answered the questions promptly, politely, personally, professionally and promotionally. Despite e-mail's widespread use, these results highlight implementation issues with this new marketing and customer service tool.The study gives institutions benchmarks and insights for improving e-mail marketing and online customer service. Academically, this paper supports past organisational research that size and industry sector relate to adopting innovations, suggests new metrics for measuring Internet adoption and proposes future research agendas.

AB - This research used an e-mail from mock Chinese consumers to investigate how Australian educational institutions use e-mail for overseas marketing and customer service. Less than two out of three of the 212 institutions sampled replied to a simple e-mail asking about fees and entry requirements. Even less institutions answered the questions promptly, politely, personally, professionally and promotionally. Despite e-mail's widespread use, these results highlight implementation issues with this new marketing and customer service tool.The study gives institutions benchmarks and insights for improving e-mail marketing and online customer service. Academically, this paper supports past organisational research that size and industry sector relate to adopting innovations, suggests new metrics for measuring Internet adoption and proposes future research agendas.

M3 - Article

VL - 11

SP - 56

EP - 69

JO - Australasian Marketing Journal

JF - Australasian Marketing Journal

SN - 1839-3349

IS - 2

ER -