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Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance

Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance

Andreas Mann, Jan Prein
Copyright: © 2010 |Pages: 19
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5.ch019
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MLA

Mann, Andreas, and Jan Prein. "Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance." Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, IGI Global, 2010, pp. 362-380. https://doi.org/10.4018/978-1-60566-074-5.ch019

APA

Mann, A. & Prein, J. (2010). Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance. In K. Pousttchi & D. Wiedemann (Eds.), Handbook of Research on Mobile Marketing Management (pp. 362-380). IGI Global. https://doi.org/10.4018/978-1-60566-074-5.ch019

Chicago

Mann, Andreas, and Jan Prein. "Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance." In Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, 362-380. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5.ch019

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Abstract

Mobile loyalty programs hold various advantages to companies compared to traditional card-based programs. Mobile customer cards enable companies to precisely assign advertising reactions and purchase data to individual customers. For this reason customer retention activities can be adjusted to individual preferences and the situational context. However, any successful implementation of mobile technologies in consumer contexts depends primarily on consumer acceptance. In this chapter, we begin by illustrating characteristics of mobile loyalty programs, particularly as it relates to relationship management. Following that we identify and analyse drivers affecting the acceptance of mobile loyalty programs and present our results of an exploratory survey on consumer acceptance by using a fictional mobile customer card offer.

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