Journal of Technical Writing and Communication Oct 1991

An Experiment Designed to Maximize the Profitability of Customer Directed Post-Transaction Communications

Ronald E. Milliman Western Kentucky University

Abstract

This study investigated post-transaction communications to improve direct marketing effectiveness. It presents a survey of relevant literature along with an empirical field study. The research design employed five levels of the independent variable: no post-purchase communications (control condition), an impersonal form letter expressing appreciation for the customer's patronage (with and without a discount offer), and an identical letter, but personalized (with and without a discount offer). It was found personalized post-transaction communications significantly reduced the number of orders returned for a refund. However, only the personalized letter with the discount offer produced significant increases in reorders.

Journal
Journal of Technical Writing and Communication
Published
1991-10-01
DOI
10.2190/r2yb-jxht-3r57-ubyx
CompPile
Search in CompPile ↗
Open Access
Closed
Export
BibTeX RIS

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

References (17)

  1. 10.5465/amr.1989.4282099
     ↗
  2. 10.2307/256362
     ↗
  3. 10.5465/AME.1988.4277252
     ↗
  4. 10.2307/258192
     ↗
  5. 10.2307/1251430
     ↗
Show all 17 →
  1. 10.1515/9781503620766
     ↗
  2. 10.2307/1249819
     ↗
  3. 10.5465/AME.1988.4277259
     ↗
  4. Stevens R. E. (1971)
    An Analysis of the Effectiveness of Two Alternative Post-Purchase Communications Message …
  5. Arnold R. R. (1984)
    Proceedings
  6. Milliman R. E. (1988)
    Proceedings
  7. Hodgson R. S. (1980)
    Direct Mail and Mail Order Handbook
  8. Stone R. (1987)
    Successful Direct Marketing Methods
  9. 10.2307/41165018
     ↗
  10. 10.2307/257430
     ↗
  11. 10.1177/002194369002700203
     ↗
  12. Milliman R. E., Analyzing the Effectiveness of Testimonials Used in the Direct Mail Persuasive Communications…
CrossRef global citation count: 1 View in citation network → Build reading path →