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Investigating Internet Marketing Strategies among Hotels in Ghana
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| bet | 36/66 | | Sana | 19.03.2017 | | Hajmi | 2,14 Mb. | | #258 |
Low sophistication:
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Low sophistication:
High sophistication:
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The customization of online promotions
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Links with other organizations in organizing online promotions
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Transformation of Customer Relations
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Low sophistication: NULL
High sophistication:
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The provision of online customer service
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The online identification and tracking of customers to provide customized services
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The provision of online communications to customers
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The creation of online communities for customers
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The solicitation of online feedback from customers
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Sources: Adapted from Sigala, (2003): The extended internet marketing mix
Transformation of Promotion (VCS): the features reflecting the use of the Internet for advertising and for the provision of online promotions characterized low sophistication use of Internet tools, whereas the last two aspects were characterized as of a high sophistication because they fully exploit the informalization and networking capabilities of the internet to customize promotions and allowing customers to customise promotions depending on customer profiles and preferences (Gretzel, et al., 2000; Rowley, 2001).
Transformation of Customer Relations: all the features of the customer relation dimension were characterized as high sophistication because to make use of them requires the exploitation of advanced technological tools.
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