ENGLISH

Mobile Support in Customer Loyalty Management: An Architectural Framework

By Christian Zeidler (auth.)

Book information

Publisher
Gabler Verlag
Year
2009
ISBN
978-3-8349-1436-1, 978-3-8349-8301-5
DOI
10.1007/978-3-8349-8301-5
Language
english
Format
PDF
Filesize
2 MB (2405466 bytes)
Edition
1
Pages
239\250
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Business Information Systems

Description

Mobile technology has developed extremely quickly from a niche position as an exclusive wireless voice transmission technology to a multimedia enabled mass market product. Little is known, however, how mobile services can be used most effectively to intensify customer loyalty. Christian Zeidler identifies the potential of mobile services for the management of customer relationships. He develops a framework that provides a technical infrastructure capable of leveraging these advantages through a service delivery platform. The author, thereby, provides a valuable tool for the integration of the mobile channel into the traditional marketing mix.

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