Mobile Support in Customer Loyalty Management An Architectural Framework
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 iden...
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Gabler Verlag
2009, 2009
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| Edition: | 1st ed. 2009 |
| Series: | Mobile Computing
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | 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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| Physical Description: | XVII, 239 p. 39 illus online resource |
| ISBN: | 9783834983015 |