Increasing Customer Loyalty via Mobile Customer Relationship Management

Diplomarbeit, die am 24.04.2002 erfolgreich an einer Fachhochschule in Deutschland im Fachbereich Wirtschaft eingereicht wurde. 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 ...