Abstract:

This paper focuses on the important of using the internet in the world of marketing and explores its positive effects on improving marketing communication of service companies. This paper is an investigative descriptive study, which based on questionnaire survey. The questionnaire that contains only closed questions was distributed amongst services companies in Saudi Arabia. Only Ten out of Twenty-five companies answered the questionnaire with a return rate of 40%. The results demonstrate that most companies largely depend on the internet as the main communication tool with their clients. Five companies (50%) offer very good services for their customer via the internet. Companies that use e-mails for serving their customers or communicating with them, are the highest group (60%). Whereas 30% of them only use their website. The findings show that the internet has been effectively improving marketing communication process. The analytical results show that companies that offer financial and telecommunication services are more organized to use the internet comparing to other service companies. At the end, the study highlights the need to a further research to find out the most effective strategies for using the internet to acquire more direct communication with a huge number of customers.