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Communication and marketing of services by religious organizations in India

机译：印度宗教组织的服务交流与营销

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Marketing communication is a vital strategic tool for religious organizations to achieve competitive differentiation. The study uses media richness theory with competitive response to develop hypotheses about the use of personal and non-personal channels by religious organizations. The study uses unique primary survey data on 568 Hindu, Muslim, Christian, Sikh and Jain organizations spread over 7 states in India, collected between 2006 and 2008, to investigate the marketing communication strategy of religious organizations in response to their competitors' use of non-personal communication channels and provision of non-religious services. The findings suggest that if a competitor uses higher non-personal communication channels, then this evokes a retaliatory reaction with the incumbent increasing their personal communication channels. Second, an incumbent who is more responsive to a competitor increasing their non-religious service provision will respond by increasing their non-personal communication channels and by decreasing their personal channels. The findings have implications for managers who need to select the richness of the media for their communications' strategy in the context of competitive response.
机译：市场传播是宗教组织实现竞争差异化的重要战略工具。该研究使用具有竞争性反应的媒体丰富度理论来发展有关宗教组织使用个人和非个人渠道的假设。该研究使用了2006年至2008年之间收集的分布在印度7个州的568个印度教，穆斯林，基督教，锡克教和Ja那教组织的独特初次调查数据，以调查宗教组织针对竞争对手使用非宗教组织的营销传播策略。 -个人沟通渠道和提供非宗教服务。研究结果表明，如果竞争者使用更高的非个人沟通渠道，那么这就会引起报复性反应，而现有的人会增加他们的个人沟通渠道。其次，对竞争者增加其非宗教服务提供者反应更快的在位者将通过增加其非个人沟通渠道和减少其个人渠道做出回应。这些发现对于需要在竞争反应的背景下选择媒体的丰富性来作为其传播策略的管理者产生了影响。

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