Permissive, Aggressive or Apathetic? Indonesian Telemarketing Customer

The resistance of telemarketing in Indonesia is currently mounting but the brand owner using this marketing channel seems not to worry about their brand image. This research study was aimed to fill in the research gap to provide better understanding on the dynamic of telemarketing in Indonesia and provide solutions for the brand owner. The method that used in this research included netnography, mystery shopping and in-depth interview and followed-up with questionnaire survey to 122 respondents.This study found that there are three types of customer-response toward telemarketing: Permissive, Apathetic and Aggressive. Permissive type is not dominant and the brand owner has to realize that. The understanding of various customers groups behavior and their attitude toward telemarketing in Indonesia has great significance for industry, brand owner, and also for government as a regulator in better and more correctly handling and facing the problem of resistance on telemarketing.