Increasing Customer Loyalty via Mobile Customer Relationship Management
- Art: Diplomarbeit
- Autor: Silke Freitag
- Abgabedatum: April 2002
- Umfang: 88 Seiten
- Dateigröße: 1,2 MB
- Note: 1,0
- Institution / Hochschule: Fachhochschule Wiesbaden Deutschland
- ISBN (eBook): 978-3-8324-5689-4
-
ISBN (Paperback) :
978-3-8324-5689-4 P - ISBN (CD) :978-3-8324-5689-4 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Freitag, Silke April 2002: Increasing Customer Loyalty via Mobile Customer Relationship Management, Hamburg: Diplomica Verlag
- Schlagworte: Permission Marketing, Moblie Business, Customer Lifetime Value, SMS Marketing, Wireless Services
In den Warenkorb
48,00 €
Diplomarbeit von Silke Freitag
Abstract:
The main objective of this research was to find out and demonstrate how companies can manage to maintain and increase their customer’s loyalty with the help of Customer Relationship Management in today’s wireless world.
Due to the growing convergence of the Internet and the mobile phone, competition between companies is considerably increasing. In order to further keep their stake in the market, companies are forced to improve the relations to their customers by using new business technologies enabling them to differentiate themselves from the competition in offering personalized services especially tailored to their customers’ needs.
This thesis will concentrate on the opportunities that Customer Relationship Management offers in the wireless world. Mobile applications and instruments that enable companies to create more loyalty among their customers will be pointed out while special focus is laid on SMS-Marketing. A few examples of companies who have been successfully applying wireless marketing will be given. Furthermore, part of this thesis was to carry out an online survey during which a number of people were interviewed about their experience with mobile services and their willingness to accept wireless marketing. The survey results provided a basis upon which the acceptance of possible marketing strategies, designed to increase customer loyalty, could be judged.
Table of Contents:
| Abbreviations | III | |
| Figures | IV | |
| 1. | Introduction | 1 |
| 1.1 | Problem statement | 2 |
| 1.2 | Limitation of research topic | 3 |
| 1.3 | Research procedure | 4 |
| 2. | M-Business: „Anywhere Anytime Access“ | 5 |
| 2.1 | Definition of M-Business | 5 |
| 2.2 | Mobile network technology | 6 |
| 2.2.1 | GSM | 6 |
| 2.2.2 | GPRS | 7 |
| 2.2.3 | HSCSD | 8 |
| 2.2.4 | UMTS | 8 |
| 2.3 | Service technology | 9 |
| 2.3.1 | WAP | 9 |
| 2.3.2 | Bluetooth | 10 |
| 2.3.3 | Short Messaging Service (SMS) | 11 |
| 2.4 | iMode as an alternative to WAP | 11 |
| 2.5 | Mobile payment solutions | 14 |
| 2.5.1 | Paybox | 14 |
| 2.5.2 | Mobilpay | 16 |
| 2.5.3 | Payitmobile solution | 17 |
| 3. | Mobile Customer Relationship Management - Key Functions and Definitions | 18 |
| 3.1 | Definition of Customer Relationship Management | 18 |
| 3.2 | CRM - A customer-oriented organizational process | 19 |
| 3.3 | Benefit of CRM | 22 |
| 3.3.1 | Improvement of image | 23 |
| 3.3.2 | Improvement of efficiency | 24 |
| 3.3.3 | Acquisition of new customers | 24 |
| 3.3.4 | Customer bonding | 25 |
| 3.4 | Customer Lifetime Value - A means to measure the success of CRM | 26 |
| 3.5 | CRM in the wireless world | 29 |
| 3.6 | Fields of application | 31 |
| 3.7 | Objectives of Mobile Customer Relationship Management | 32 |
| 4. | M-CRM as a means to increase customer loyalty | 34 |
| 4.1 | What is the meaning of customer loyalty? | 34 |
| 4.2 | Mobile Services: What do customers expect? | 36 |
| 4.2.1 | Survey: „What do you think about Mobile Marketing?“ | 36 |
| 4.2.2 | Analysis | 37 |
| 4.2.3 | Comment | 41 |
| 4.3 | The „EMF“ principle | 42 |
| 4.4 | Advantages of M-CRM for the customer and the provider | 44 |
| 5. | SMS-Advertising under the aspect of Permission Marketing | 45 |
| 5.1 | Permission Marketing: License to advertise | 46 |
| 5.2 | SMS: a two-way medium | 47 |
| 5.3 | Loyalty-based SMS operations | 48 |
| 5.3.1 | Push services or pull services? | 48 |
| 5.3.2 | Personalized messaging | 49 |
| 5.3.3 | Location Based Services | 50 |
| 5.3.4 | Value adding services | 52 |
| 5.4 | Worldwide SMS traffic | 52 |
| 5.5 | SMS Couponing - Example of a mobile business model | 54 |
| 6. | Future prospects for mobile customer relationships | 56 |
| 6.1 | Possible future mobile business fields | 56 |
| 6.2 | Multi-media messaging | 57 |
| 6.3 | Market forecast | 58 |
| 6.4 | FAQ's | 59 |
| 7. | Conclusion | 61 |
| Appendix | V | |
| Bibliography | XIV | |
| Ehrenwörtliche Erklärung | XXIV |
In den Warenkorb
48,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832456894
Arbeit zitieren:
Freitag, Silke April 2002: Increasing Customer Loyalty via Mobile Customer Relationship Management, Hamburg: Diplomica Verlag
Schlagworte:
Permission Marketing, Moblie Business, Customer Lifetime Value, SMS Marketing, Wireless Services
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