Mobile Support in Customer Loyalty Management

An Architectural Framework
2009
ISBN: 978-3-8349-1436-1
Verlag: Gabler Verlag

Buch, Englisch, 239 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 382 g

Reihe: Mobile Computing

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.

Zielgruppe

Research

Autoren/Hrsg.

Zeidler, Christian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

and problem frame.- Requirements derived from relationship marketing and customer loyalty.- Mobile infrastructure perspective on the loyalty framework.- The reference model for the mobile supported loyalty scheme.- Analysis of business models for the mobile supported loyalty scheme.- Reference model evaluation.- Results and recommendations.

Über Autor(innen)

Dr. Christian Zeidler promovierte bei Prof. Dr. Otto Petrovic am Institut für Informationswissenschaft und Wirtschaftsinformatik der Karl-Franzens-Universität, Graz. Er ist als selbständiger Berater tätig und leitet Projekte in den Bereichen Produkt- und Innovationsmanagement sowie individueller Softwareentwicklung.