European Journal of Service Management

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

ISSN: 2450-8535     eISSN: 2451-2729     DOI: 10.18276/ejsm.2018.27/2-38
CC BY-SA   Open Access 

Lista wydań / Vol. 27/2, 3/2018
Communication With Clients Using Electronic Mail – Analysis of the Expectations of Various Market Segments

Rok wydania:2018
Liczba stron:7 (315-321)
Klasyfikacja JEL: M19 Q41 D83 D12 D22
Słowa kluczowe: marketing qualitative research e-mail communications energy supplier
Cited-by (Crossref) ?:
Autorzy: Izabela Ostrowska
University of Szczecin, Faculty of Management and Economics of Services

Abstrakt

This article is a part of the series of publications on written communication. The aim of the article is to evaluate the possibilities of electronic communication with individual market segments and to identify key elements of e-mail communication and to adapt them to the preferences of clients. Three segments of consumers were identified in the research – young people (up to 40 years old), mature ones (over 40 years of age) and corporate consumers. Each of these groups has different habits regarding communication, which they transfer to relationships with suppliers of goods and services. Older people communicate with energy supplier mostly by mail or by visiting the customer service point personally. Younger people choose electronic communication or via the hotline. Entrepreneurs’ representatives most eagerly handle matters by e-mail.
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