Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance

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Author(s): Andreas Mann (SVI-Stiftungslehrstuhl für Dialogmarketing, Germany)and Jan Prein (University of Kassel, Germany)
Copyright: 2010
Pages: 19
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.ch019

Keywords: Business & Management / Business Science Reference / Marketing

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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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Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance

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