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Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study
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Author(s): Niklas Nohlen (Institute of Research on Information Systems (IRIS), Germany), Stefan Smolnik (European Business School (EBS), Germany)and Gerold Riempp (International University Schloss Reichartshausen, Germany)
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.ch012
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Abstract
Applications based on mobile technologies are predicted to achieve increasing distribution as well as high potential for business processes especially with regard to customer interfaces. This chapter is going to analyze and present perspectives and approaches for initiation efforts by means of mobile technologies of Switzerland’s health care industry. On the one hand, acceptance and success factors of such mobile applications are analyzed by means of empirical studies involving customers and companies, on the other hand a prototype of mobile processes for initiation efforts is introduced, which was developed in the course of a case study.
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