Companies are increasingly faced with the fact that the communication habits of their customers have changed sustainably – not only through the use of the Internet, but even more through the use of mobile services. Traditional marketing and communi- tion instruments are increasingly being supplemented or even replaced by the direct, personalized address of the customer. The most powerful tool for this kind of com- nication is the mobile phone. It provides a direct and interactive communication ch- nel to the customer. For numerous people, the mobile phone is no longer simply p- ceived as another medium, but rather as an indispensable part of daily life, even as part of their personality. At the same time, it is not only used for telephony, but also as a central communication and information hub. While the Internet is increasingly leaving the traditional personal computer, and conquering the mobile phone, the sending of messages via mobile phone has been a standard way of communicating, not only for young audiences. This suggests the assumption that the direct communication channel will be used strongly by marketers in the near future in order to attract new customers and provide extended services to existing ones. Since it is such a powerful tool, its use represents a particular challenge for companies – as it represents the direct, sensitive connection to the heart and mind of the customer.

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About the author

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.

Bibliographic Information

Book Title: Mobile Support in Customer Loyalty Management
Book Subtitle: An Architectural Framework
Authors: Christian Zeidler
Series Title: Mobile Computing
DOI: https://doi.org/10.1007/978-3-8349-8301-5
Publisher: Gabler Verlag Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009
Softcover ISBN: 978-3-8349-1436-1Published: 15 July 2009
eBook ISBN: 978-3-8349-8301-5Published: 02 September 2009
Edition Number: 1
Number of Pages: XVII, 239
Number of Illustrations: 39 b/w illustrations
Topics: Marketing, IT in Business

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Table of contents (7 chapters)

Front Matter

Introduction 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

Back Matter

About this book