The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa
The marketing of intangible services – particularly of unsought services such as those of the funeral industry – can be said to pose inherently unique challenges to marketers. Because of the unsought nature of funeral services, consumers generally avoid the industry, primarily because the services...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1651 |
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| _version_ | 1832593798547374080 |
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| author | Cerneels Coetzee Tania Maree Cornelius van Heerden |
| author_facet | Cerneels Coetzee Tania Maree Cornelius van Heerden |
| author_sort | Cerneels Coetzee |
| collection | DOAJ |
| description |
The marketing of intangible services – particularly of unsought services such as those of the funeral industry – can be said to pose inherently unique challenges to marketers. Because of the unsought nature of funeral services, consumers generally avoid the industry, primarily because the services offered by the funeral industry are associated with death and grief. This article reports on some selected findings of an evaluation of the effectiveness of funeral-home websites of members of the National Funeral Directors Association (NFDA) of South Africa. The focus of this paper is on the user-friendliness of the websites under consideration. A quantitative content analysis of the websites in question was conducted to collect the relevant data. The
findings indicate that the majority of the websites may be considered satisfactory in terms of their overall ease of use. As well as some recommendations for improvements to the websites, a few suggestions for future research are also provided.
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| format | Article |
| id | doaj-art-cda7d733c1cd4a88adcbaeb55f915d6d |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-cda7d733c1cd4a88adcbaeb55f915d6d2025-01-20T08:54:21ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0133110.36615/jcsa.v33i1.1651The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South AfricaCerneels Coetzee0Tania Maree1Cornelius van Heerden2https://orcid.org/0000-0002-2950-6051Tswane University of TechnologyTswane University of TechnologyTswane University of Technology The marketing of intangible services – particularly of unsought services such as those of the funeral industry – can be said to pose inherently unique challenges to marketers. Because of the unsought nature of funeral services, consumers generally avoid the industry, primarily because the services offered by the funeral industry are associated with death and grief. This article reports on some selected findings of an evaluation of the effectiveness of funeral-home websites of members of the National Funeral Directors Association (NFDA) of South Africa. The focus of this paper is on the user-friendliness of the websites under consideration. A quantitative content analysis of the websites in question was conducted to collect the relevant data. The findings indicate that the majority of the websites may be considered satisfactory in terms of their overall ease of use. As well as some recommendations for improvements to the websites, a few suggestions for future research are also provided. https://journals.uj.ac.za/index.php/jcsa/article/view/1651marketing of intangible servicesfuneral industrydeath and griefeffectiveness of funeral-home websitesNational Funeral Directors Association (NFDA) of South Africauser-friendliness |
| spellingShingle | Cerneels Coetzee Tania Maree Cornelius van Heerden The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa Communicare marketing of intangible services funeral industry death and grief effectiveness of funeral-home websites National Funeral Directors Association (NFDA) of South Africa user-friendliness |
| title | The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa |
| title_full | The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa |
| title_fullStr | The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa |
| title_full_unstemmed | The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa |
| title_short | The marketing of an unsought service through an unobtrusive medium: a content analysis of the websites of members of the National Funeral Directors Association of South Africa |
| title_sort | marketing of an unsought service through an unobtrusive medium a content analysis of the websites of members of the national funeral directors association of south africa |
| topic | marketing of intangible services funeral industry death and grief effectiveness of funeral-home websites National Funeral Directors Association (NFDA) of South Africa user-friendliness |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1651 |
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