Mobile Support in Customer Loyalty Management An Architectural Framework /

• Main Author: Zeidler, Christian (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2009.
• Subjects: Business.; Marketing.; Information technology.; Business > Data processing.; Business and Management.; IT in Business.

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...

Table of Contents:

• 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.