Does online interaction with promotional video increase customer learning and lifetime value?

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Transcript of Does online interaction with promotional video increase customer learning and lifetime value?

  • 1. Does online interaction with promotional videoincrease customer learning and customer lifetime value? Presented by: Ross Moran 080052402 In partial fulfilment of the: Executive Master of Business Administration Degree Submitted for: Business Mastery Project Presented to: Dr. Sionade Robinson Faculty of Management; Cass Business School City University London Date: 5th September 2011 Word Count: 15,062 1
  • 2. Table of ContentsIntroduction ................................................................................................................................ 7Literature review ...................................................................................................................... 11 The Internet .......................................................................................................................... 11 Attitudes toward the Web ................................................................................................ 12 Interaction ........................................................................................................................ 16 Interactive communications ............................................................................................. 19 Sustainable demand for interactive media ........................................................................... 22 Promotional video in Tourism ............................................................................................. 25 Customer loyalty & Net promoter score .............................................................................. 29 E-Learning ........................................................................................................................... 31 Persuasion technology ......................................................................................................... 32Research Methodology ............................................................................................................ 35 Data collection ..................................................................................................................... 36 Survey design ....................................................................................................................... 36 Survey response rates ........................................................................................................... 39Survey analysis ........................................................................................................................ 40 Introduction to the findings .................................................................................................. 40 Critical analysis ................................................................................................................ 40 Accuracy of the sample .................................................................................................... 40 Demographic profile of the respondents .......................................................................... 41 Time and Frequency ........................................................................................................ 48 Attitudes towards the web ................................................................................................ 50 Interactive learning .......................................................................................................... 54 Repeat viewers & Net Promoter Score ............................................................................ 60Limitations and Further research ............................................................................................. 66 2
  • 3. Limitations ........................................................................................................................... 66 Survey limitations ............................................................................................................ 66 Methodology limitations .................................................................................................. 67 Further research ................................................................................................................... 67 Web 2.0 and attitudes towards the internet ...................................................................... 68 E -learning ........................................................................................................................ 68 Demand for interactive media .......................................................................................... 68Conclusions and Recommendations ........................................................................................ 69 Conclusions .......................................................................................................................... 69 Recommendations ................................................................................................................ 72 A) Format of interactive media .......................................................................................... 72 B) Feature videos every 3 months ..................................................................................... 73 C) Interactive features ........................................................................................................ 74Bibliography ............................................................................................................................ 75Appendices ............................................................................................................................... 80 Appendix 1 ........................................................................................................................... 80 Link to survey on Kwik survey website. ............................................................................. 80 Appendix 2 ........................................................................................................................... 80 Respondents answers to the survey in chart format: ............................................................ 80 Appendix 3 ........................................................................................................................... 89 Definitions of interaction: .................................................................................................... 89Definitions that Focus on Process ............................................................................................ 89Appendix 4 ............................................................................................................................... 93 Internet subscription growth rates ........................................................................................ 93 3
  • 4. Table of FiguresTable 1 Benefits consumers want from websites .................................................................... 13Table 2 Technology leading vs Market demand. Source: Suarez and Lanzolla (2005) ......... 23Table 3 Survey sample ............................................................................................................ 39Table 4 Age profile of respondents ......................................................................................... 43Table 5 Gender profile between ages 30-44 ........................................................................... 43Table 6 Profession by Industry Sector .................................................................................... 45Table 7 Gender profile with the advisory professions ............................................................ 47Table 8 Do respondents watch promotional video ................................................................ 51Table 9 Age profile of respondents who watch video clips .................................................... 52Table 10 Attitude to media clips ............................................................................................. 55Table 11 Sector profile of respondents in table 9 ................................................................... 56Table 12 Professional profile of respondents who ranked David communications skills as hismost important attribute ........................................................................................................... 58Table 13 Attitude towards learning more about business ........................................................ 59Table 14 Sector profile of respondents who want to learn more ............................................. 59Table 16 Age profile of respondents who would watch more videos...................................... 62Tab