The purpose is to gain an understanding of how traditional service companies use the internet in their marketing communication and what effect the internet has had on their use of other marketing communication channels.
Multiple case studies have been carried out at 19 Swedish service companies.
The findings show that three different communications strategies are used depending on the scope of internet use and the extent to which the companies utilise relationship marketing. Small or decentralised companies use the personalised relationship communication strategy. Large companies have the option of using either the mass relationship communication strategy or the mass transaction communication strategy. The characteristics of the strategies and their respective effects on the other marketing communications tools are described.
The conceptualisation of the communications strategies provides a framework that gives added understanding and is useful for further studies.
The presentation of the strategies and their implications should be useful for managers of service companies when planning their communication activities. The managers will benefit from making a conscious choice between the strategies and considering their features and implications.
The conceptualisation of the internet communications strategies provides a novel view of the communications options for service firms. This framework is useful for further research and for managers of service firms.
