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Perception toward Permission- based E-mails in Banks

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  • Nimit Gupta
  • Sudhir Rana

Abstract

In order to reach consumers at the right time with the most appropriate message, it is crucial that marketers understand consumer behavior first and then properly encode their message, followed by right frequency and time management to ensure success. Financial services companies who send to customers permission-based e-mails, reap bonus in form of enhanced credibility and brand loyalty. Permission-based e-mail marketing is a useful tool of contemporary marketing. The aim of the study is to gauge the perception toward permission-based e-mails. This empirical study focuses on various variables affecting the perception of respondents. The results show “Privacy,†“Content,†and “Promptness†are important variables in permission-based e-mail by banks. Finally, the results and their implications are discussed.

Suggested Citation

  • Nimit Gupta & Sudhir Rana, 2017. "Perception toward Permission- based E-mails in Banks," Jindal Journal of Business Research, , vol. 6(1), pages 86-95, June.
    • Handle: RePEc:sae:jjlobr:v:6:y:2017:i:1:p:86-95
    DOI: 10.1177/2278682117713579
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    References listed on IDEAS

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    1. Wendy W. Moe & Peter S. Fader, 2004. "Dynamic Conversion Behavior at E-Commerce Sites," Management Science, INFORMS, vol. 50(3), pages 326-335, March.
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    Cited by:

    1. Rahul Dhiman & Pawan Kumar Chand & Sahil Gupta, 2018. "Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers," FIIB Business Review, , vol. 7(3), pages 188-200, September.

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