| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 96 === This research study is related to application of Major IT tools in marketing communication for getting close to customers by understanding their preferences, choices and different attributes and thus maintaining long customer relationship. This study was to compare Taiwan and Indian customers preferences and attributes in selecting IT tools such as SMS, E-mail, Internet, and phone (Voice Response System) for making contact with company for customer care, online buying and inquiry, and company with its customers through these approaches for new product launch, promotions, sale offers, discount and special offers made during the season.
The purpose was to check and compare cross-cultural differences among customers regarding acceptance level, influence on purchasing decision and loyalty created by IT tools used in market communication.
The sample in this research work was taken from all customers from different background including Businessmen, Government employees, Employees in MNC, Local Employees, Self employed, Managers, part time workers, students and housewives having knowledge of usage of Internet and sending and receiving SMS. A total of 396 valid samples were collected, including 203 from Taiwan and 193 from India.
Regarding Acceptance level of IT tools for receiving information Taiwan showed more acceptance and adoption towards SMS and E-mail by scoring higher then India and India showed more acceptances towards phone.
Emphasizing on Purchasing Decision and Loyalty Part, again Taiwan scored High both in Usefulness and Influence and satisfaction and loyalty created through SMS and E-mail on purchasing Decision and Loyalty. Results were Significant. Indian people seemed to be more influenced and satisfied by phone as a tool in marketing communication.
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