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Mobile Support in Customer Loyalty Management

An Architectural Framework

  • Authors
  • Christian Zeidler

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Christian Zeidler
    Pages 1-11
  3. Christian Zeidler
    Pages 197-219
  4. Christian Zeidler
    Pages 221-225
  5. Back Matter
    Pages 227-239

About this book

Introduction

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.

Keywords

Kundenbeziehungsmanagement Kundenloyalität Marketingsinstrumente Mobile Informationssysteme Systemdesign marketing

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-8301-5
  • Copyright Information Gabler Verlag | GWV Fachverlage GmbH, Wiesbaden 2009
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-1436-1
  • Online ISBN 978-3-8349-8301-5
  • Buy this book on publisher's site
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