Customer acceptance and preference towards mobile messaging application for marketing in Indonesia | |
| Author | Arief, Pandu Wirawan |
| Call Number | AIT RSPR no.SM-05-83 |
| Subject(s) | Instant messaging Mobile communication systems--Indonesia |
| Note | A research study submitted in partial fulfillment of the requirement degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-83 |
| Abstract | Short Message Service (SMS) is growing in the fast pace where now companies in the world are starting to realize the importance of it as a new direct-personal channel to communicate with their customers. SMS is the most frequently used mobile application in Indonesia with 70 percent out of 29 million mobile users use it in their daily life, bringing the ratio 10 to 1 against voice call. Although it seems that SMS application in Indonesia has an extremely high consumer usage; the adoption for business purpose is still relatively low. In other words, the use of SMS as a part of business and marketing strategies is still in the level of consideration by most companies in Indonesia. As a new medium, companies are still concern whether this service will be accepted by customers. Similar with email marketing, SMS Marketing can be perceived as spam, annoying and could damage the product or service reputation if it is not executed in the right manner. Knowledge on customer's response and preference will help to improve customer acceptance on SMS Marketing Therefore this paper is trying to study the customer acceptance and preference over the SMS Marketing application. The information is based on secondary and primary data gained through interview and questionnaire survey. The result concluded that most of the respondents acknowledge they are willing to accept SMS marketing if several conditions are fulfilled. Concerning their preference it is found that permission based SMS marketing, pull method SMS, customization on the timing and content, are those preferred by customer. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-83 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit |
| Examination Committee(s) | Singha Chiamsiri; Sununta Siengthai |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; Government of France |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |