Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption

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Author(s): Fumiyo N. Kondo (The University of Tsukuba, Japan), Yasuhiro Uwadaira (WACCORD Co., Ltd., Japan), Mariko Nakahara (Hitachi Ltd., Japan)and Shahriar Akter (East West University, Bangladesh)
Copyright: 2010
Pages: 23
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch017

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter investigates the changes in customers’ responses to mobile direct mail (DM) coupons on the shop visit probability (SVP) of a beauty parlor. Two experiments were carried out to examine the promotional effects of mobile DM coupons. The first experiment, conducted in 2004, compared mobile DM coupons with postcard DM coupons. The mobile DM coupons were found to have no effect on SVP, although positive effects were observed for postcard DM coupons. The second experiment, conducted in 2005 with three types of mobile DM coupons, compared the responses of new customers with those of repeat customers. The results varied according to the settings but demonstrated stability in the same settings. For repeat customers, mail with shop’s telephone number for reservation had positive effects on SVP; however, ordinary mail had no effect, while hyperlink mail had negative effects. For new customers, all three types of mobile DM coupons exhibited positive effects on SVP.

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Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption

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