engleski

Assessing relationship between electronic service innovativeness and e-marketing practice in services companies

Information and communication technology has a strong impact on marketing activities, especially in service companies. They introduce various e- service innovations which have different level of innovativeness. Besides developing and maintaining different e-service innovations, marketing managers in service companies utilize a broad set of e-marketing techniques to create, communicate and deliver value. The aim of this study is to assess if there is a relationship between e- service innovativeness and level of e-marketing practice in service companies. The results show that the statistically significant relationship of e-service innovativeness and e-marketing practice in service companies exists. Future research should focus on exploring the nature of the relationship.

electronic services; innovativeness; e-marketing mix

nije evidentirano