Impact of integrated mobile marketing communication on customer perceived value of services in Sri Lankan commercial banking sector.

Abstract

Communication affects the quality of the service, its shapes and the images of the organization in the mind of the customers where integrated marketing communication especially mobile marketing communication play crucial role in this regard. This study is an empirical investigation that seeks to investigate the impact of Integrated Mobile Marketing Communication (IMMC) on Customer perceived Value of Services (CPV) of Private Local Commercial banks operates in Sri Lanka which especially aims at identifying the components and the degree of Integrated Mobile marketing communications applied in the selected sector. A unique aspect of this paper is to bring out a study which has not been previously carried out by researchers by combining the perceived value of customers and the application of infrastructures or the elements related to IMMC in a selected financial sector in Sri Lanka. A survey with 500 household customers and the relevant bank officials was carried out in five Private Local Commercial Banks in the region under study. The collection of the data was driven by three research hypotheses and involved dual questionnaires targeting two sets of respondents. One set of questionnaire was used to gather information on customer perceived value of services and the other to officials to state banks’ IMMC efforts in their entity. The research presented in this paper employs a modified version of the Duncan-Moriarty IMC mini audit to measure the degree of IMC. Results demonstrate a positive relationship between IMC and CPV and the higher degree of IMMC application in the selected entities. Out of five dimensions of IMMC considered for this study, mission marketing and interactivity directly influence CPV. The paper concludes with the managerial implication which suggests that the value creation to customers comes in the way of integrated mobile marketing communication, and it is being highlighted in the suggestion that to follow this new communication media as a competitive advantage into traditional integrated marketing communication in order to have fruitful results in the organizations.