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 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.

• | Author: Christian Zeidler
• | Publisher: Gabler Verlag
• | Publication Date: Jul 15, 2009
• | Number of Pages: 239 pages
• | Binding: Paperback or Softback
• | ISBN-10: 3834914363
• | ISBN-13: 9783834914361