Mobile support in customer loyalty management: an architectural framework
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Gabler
2009
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Gabler Edition Wissenschaft : Mobile computing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 239 S. graph. Darst. 21 cm |
| ISBN: | 9783834914361 |
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Datensatz im Suchindex
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|---|---|
| adam_text | 2.2.6 THEORY DERIVED FUNCTIONS FOR THE MOBILE SUPPORTED LOYALTY SCHEME
36 CONTENTS LIST OF FIGURES XV LIST OF TABLES XVII 1 INTRODUCTION AND
PROBLEM FRAME 1 1.1 BACKGROUND AND SETTING OF THE RESEARCH TOPIC 1 1.1.1
RESEARCH QUESTION AND EXPECTED RESULTS 3 1.1.2 RELEVANCE AND
CONTRIBUTION OF THE WORK 4 1.2 PRACTICAL PROBLEM FRAME 4 1.3 THEORETICAL
PROBLEM FRAME 5 1.4 RESEARCH METHODOLOGY AND CLASSIFICATION OF THE
THESIS 6 1.4.1 RESEARCH CONCEPT 6 1.4.2 METHODOLOGICAL APPROACH 7 1.4.3
STRUCTURAL APPROACH 10 2 REQUIREMENTS DERIVED FROM RELATIONSHIP
MARKETING AND CUSTOMER LOYALTY 13 2.1 THE AIM AND EMERGENCE OF MARKETING
PARADIGMS 13 2.1.1 ROOTS OF RELATIONSHIP MARKETING 14 2.1.2 THE
EVOLUTION AND DOMINANCE OF THE TRANSACTIONAL APPROACH 15 2.1.3 THE
EMERGENCE OF MODEM RELATIONSHIP MARKETING 16 2.1.4 THE
INSTITUTIONALISATION OF CUSTOMER RELATIONSHIP MANAGEMENT 18 2.2
RELATIONSHIP MARKETING THEORIES AS A FOUNDATION FOR THE MOBILE SUPPORTED
LOYALTY SCHEME 18 2.2.1 EVALUATION CRITERIA FOR THEORY SELECTION FOR THE
MOBILE SUPPORTED LOYALTY SCHEME 20 2.2.2 THEORIES OF THE
NEO-INSTITUTIONAL PARADIGM 20 2.2.3 THEORIES OF THE NEO-BEHAVIOURAL
PARADIGM 24 2.2.4 NEOCLASSIC RELATIONSHIP MARKETING THEORIES 32 2.2.5
EVALUATION OF THEORIES FOR THE MOBILE SUPPORTED LOYALTY SCHEME 33
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/991137221 DIGITALISIERT
DURCH X CONTENTS 2.3 CUSTOMER RELATIONSHIP MANAGEMENT AS THE
OPERATIONALISATION OF RELATIONSHIP MARKETING 40 2.3.1 CUSTOMER
RELATIONSHIP INSTRUMENTS FOR THE ACQUISITION PHASE 41 2.3.2 CUSTOMER
RELATIONSHIP INSTRUMENTS FOR RETENTION MANAGEMENT 43 2.3.3 CUSTOMER
RELATIONSHIP INSTRUMENTS FOR RECOVERY MANAGEMENT 43 2.3.4 FURTHER
INSTRUMENTS OF RELATIONSHIP MANAGEMENT 44 2.4 ONE-TO-ONE DIALOGUE
ORIENTED MARKETING APPROACHES AND LOYALTY SCHEMES 45 2.4.1 RECENCY,
FREQUENCY, AND MONETARY CUSTOMER VALUE INDICATOR 46 2.5 LOYALTY SCHEME
MECHANISMS AND COMPONENTS 47 2.5.1 CUSTOMER COMMUNICATION IN CURRENT
LOYALTY SCHEMES 47 2.5.2 THE ROLE OF CUSTOMER REWARDS IN LOYALTY SCHEMES
54 2.5.3 THE VALUE OF DATA FOR RELATIONSHIP MANAGEMENT 60 2.6
OPPORTUNITIES FOR INTERACTIVE MEDIA IN THE MARKETING MIX 67 2.6.1
INTERACTIVE ELEMENTS IN ONLINE RETAILING 67 2.6.2 INTERACTIVE MEDIA AND
CORPORATE COMMUNICATION STRATEGIES 69 2.6.3 INTERACTIVE INSTRUMENTS IN
CUSTOMER RELATIONSHIP MANAGEMENT 72 3 MOBILE INFRASTRUCTURE PERSPECTIVE
ON THE LOYALTY FRAMEWORK 75 3.1 INTERACTION CHANNELS SUPPORTED BY MOBILE
DEVICES 75 3.1.1 VOICE COMMUNICATION SERVICES 75 3.1.2 MESSAGING
SERVICES 76 3.1.3 MOBILE INTERNET SERVICES 78 3.1.4 MULTIMEDIA SUPPORT
80 3.1.5 RICH APPLICATIONS 82 3.2 MOBILE DEVICES AND SERVICES: USE AND
ADOPTION 83 3.2.1 THE ADOPTION OF MOBILE TECHNOLOGY 83 3.2.2 OPERATING
SYSTEMS AND SOFTWARE 86 3.2.3 MOBILE NETWORKS 88 3. CONTENTS XI 3.4.1
CHARACTERISTICS OF MOBILE MARKETING APPLICATIONS 97 3.4.2 OBJECTIVES OF
MOBILE MARKETING 99 3.4.3 MOBILE MARKETING APPLICATION TYPES 100 3.5 THE
INTEGRATED PRODUCT DEVELOPMENT PROCESS FOR MOBILE SOFTWARE 101 3.5.1
IDEA GENERATION AND EVALUATION 102 3.5.2 BUSINESS MODEL AND BUSINESS
CASE DEVELOPMENT 103 3.5.3 LEGAL ASPECTS 105 3.5.4 MARKET RESEARCH AND
USER EXPERIENCE DESIGN 106 3.5.5 IMPLEMENTATION AND TESTING 106 4 THE
REFERENCE MODEL FOR THE MOBILE SUPPORTED LOYALTY SCHEME 109 4.1
INFORMATION SYSTEMS AS ENABLING TECHNOLOGY FOR MOBILE RELATIONSHIP
MARKETING 109 4.1.1 LESSONS LEARNT FROM THE INTERNET AS A SALES AND
MARKETING CHANNEL 109 4.1.2 COMPUTER SUPPORT IN THE MARKETING PROCESS
110 4.2 A LAYERED ARCHITECTURE FOR THE MOBILE SUPPORTED LOYALTY SCHEME
112 4.2.1 PRESENTATION LAYER ELEMENTS 113 4.2.2 CONTROLLER LAYER
ELEMENTS AND BUSINESS LOGIC 113 4.2.3 DOMAIN LAYER AND ENTITY
REPRESENTATIONS 114 4.2.4 DATA MAPPING LAYER AND DATA SOURCE ABSTRACTION
114 4.3 THE REFERENCE MODELLING APPROACH 114 4.3.1 CONSTRUCTION OF THE
REFERENCE MODEL 115 4.3.2 APPLICATION OF REFERENCE MODELS 115 4.4
FUNCTIONAL REQUIREMENTS FOR MOBILE SUPPORTED LOYALTY SCHEMES 116 4.4.1 A
FORMAL REPRESENTATION OF THE SOCIAL PENETRATION THEORY S PERSONALITY
MODEL 116 4.4.2 SUPPORTING THE SOCIAL PENETRATION PROCESS 121 4.4.3
MONITORING AND MANAGEMENT OF THE INTERACTION OF RELATIONSHIP ENTITIES
129 4.4. XII CONTENTS 4.5.3 WORKFLOW MANAGEMENT AND RULE-BASED
COMMUNICATION 147 4.5.4 MOBILE INTERACTION ELEMENTS FOR THE FRAMEWORK
151 4.6 COMMUNICATION INFRASTRUCTURE 156 4.6.1 SUPPORTING MULTICHANNEL
COMMUNICATION 156 4.6.2 CUSTOMER FACING FUNCTIONS AND OUTBOUND
COMMUNICATION MODULES 157 4.7 SYSTEM INTEGRATION, DATA COLLECTION AND
ANALYSIS 160 4.7.1 INTEGRATING LEGACY SYSTEMS 160 4.7.2 AGGREGATING
INFORMATION FROM EXTERNAL DATA SOURCES 162 4.7.3 CUSTOMER INSIGHT AND
KNOWLEDGE THROUGH DATA MINING METHODS 165 5 ANALYSIS OF BUSINESS MODELS
FOR THE MOBILE SUPPORTED LOYALTY SCHEME 169 5.1 THE BUSINESS CASE FOR
MOBILE SUPPORTED LOYALTY 169 5.1.1 ELEMENTS OF LOYALTY RETURN 172 5.2
BUSINESS MODEL DESIGN FUNDAMENTALS 175 5.2.1 DEFINITION OF THE TERM
BUSINESS MODEL 176 5.2.2 ELEMENTS OF THE BUSINESS MODEL 177 5.3 BUSINESS
MODELS IN MOBILE BUSINESS 179 5.3.1 THE VALUE ARCHITECTURE FOR MOBILE
BUSINESS 179 5.3.2 MOBILE THIRD PARTY SERVICE PROVIDERS 180 5.4 LOYALTY
SYSTEMS BUSINESS MODELS 182 5.4.1 TECHNOLOGY PROVIDER BUSINESS MODELS
183 5.4.2 SERVICE PROVIDER BUSINESS MODEL 185 5.5 A BUSINESS MODEL FOR
THE PROVISIONING OF MOBILE SUPPORTED LOYALTY SCHEMES. 186 5.5.1 THE ROLE
AS A MOBILE THIRD PARTY SERVICE PROVIDER 186 5.5.2 THE ROLE AS A LOYALTY
SYSTEM PROVIDER 187 5.5.3 BUSINESS MODEL COMPONENTS 188 6 REFERENCE
MODEL EVALUATION 197 6.1 EVALUATION THROUGH CASE STUDY RESEARCH 197 6.2
BANKING INDUSTRY CASE STUDY 198 6.2. CONTENTS XIII 6.2.4 RESULTS FROM
PROGRAM OPERATION 204 6.3 RETAIL INDUSTRY CASE STUDY 205 6.3.1 APPLIED
ELEMENTS OF THE REFERENCE MODEL 206 6.3.2 IDENTIFICATION AND DESIGN OF
THE MOBILE CUSTOMER TOUCH POINTS 207 6.3.3 SYSTEM INTEGRATION 210 6.3.4
RESULTS FROM SYSTEM ANALYSIS AND DESIGN 212 6.4 MULTI-PARTNER PROGRAM
OPERATOR CASE STUDY 212 6.4.1 APPLIED ELEMENTS OF THE REFERENCE MODEL
213 6.4.2 IDENTIFICATION AND DESIGN OF THE MOBILE CUSTOMER TOUCH POINTS
215 6.4.3 RESULTS FROM SYSTEM ANALYSIS AND DESIGN 217 6.5 OVERVIEW OF
EVALUATED REFERENCE MODEL ELEMENTS 218 7 RESULTS AND RECOMMENDATIONS 221
7.1 THE REFERENCE MODEL FOR MOBILE CUSTOMER COMMUNICATION 221 7.2
IMPLICATIONS FOR PRACTITIONERS 222 7.3 OPPORTUNITIES FOR FUTURE RESEARCH
224 BIBLIOGRAPHY 227
|
| any_adam_object | 1 |
| author | Zeidler, Christian |
| author_facet | Zeidler, Christian |
| author_role | aut |
| author_sort | Zeidler, Christian |
| author_variant | c z cz |
| building | Verbundindex |
| bvnumber | BV035787996 |
| classification_rvk | QH 500 |
| ctrlnum | (OCoLC)643315265 (DE-599)DNB991137221 |
| dewey-full | 658.812 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.812 |
| dewey-search | 658.812 |
| dewey-sort | 3658.812 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Thesis Book |
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| series2 | Gabler Edition Wissenschaft : Mobile computing |
| spelling | Zeidler, Christian Verfasser aut Mobile support in customer loyalty management an architectural framework Christian Zeidler 1. ed. Wiesbaden Gabler 2009 XVI, 239 S. graph. Darst. 21 cm txt rdacontent n rdamedia nc rdacarrier Gabler Edition Wissenschaft : Mobile computing Zugl.: Graz, Univ., Diss., 2008 Mobile Telekommunikation (DE-588)4341131-9 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Mobile Telekommunikation (DE-588)4341131-9 s Kundenbindung (DE-588)4384508-3 s Kundenmanagement (DE-588)4236865-0 s DE-604 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018647384&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zeidler, Christian Mobile support in customer loyalty management an architectural framework Mobile Telekommunikation (DE-588)4341131-9 gnd Kundenbindung (DE-588)4384508-3 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4341131-9 (DE-588)4384508-3 (DE-588)4236865-0 (DE-588)4113937-9 |
| title | Mobile support in customer loyalty management an architectural framework |
| title_auth | Mobile support in customer loyalty management an architectural framework |
| title_exact_search | Mobile support in customer loyalty management an architectural framework |
| title_full | Mobile support in customer loyalty management an architectural framework Christian Zeidler |
| title_fullStr | Mobile support in customer loyalty management an architectural framework Christian Zeidler |
| title_full_unstemmed | Mobile support in customer loyalty management an architectural framework Christian Zeidler |
| title_short | Mobile support in customer loyalty management |
| title_sort | mobile support in customer loyalty management an architectural framework |
| title_sub | an architectural framework |
| topic | Mobile Telekommunikation (DE-588)4341131-9 gnd Kundenbindung (DE-588)4384508-3 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Mobile Telekommunikation Kundenbindung Kundenmanagement Hochschulschrift |
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