Interactive Customer Retention Management for Mobile Commerce

Interactive Customer Retention Management for Mobile Commerce

Dirk Möhlenbruch (Martin-Luther-University Halle-Wittenberg, Germany), Steffen Dölling (Martin-Luther-University Halle-Wittenberg, Germany) and Falk Ritschel (Martin-Luther-University Halle-Wittenberg, Germany)
DOI: 10.4018/978-1-61520-969-9.ch069
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Abstract

Mobile Commerce is of growing interest for vendors and customers and with that its importance within the mix of marketing and distributing channels increases. This is of particular significance when customer retention and improved service are essential success factors. Because of their focus on customer integration the instruments of Web 2.0 offer new interactive possibilities for customer retention management. With a systematization of the new web-based applications linked to an evaluation of existing possibilities of customer retention this chapter offers a reasonable frame of reference for the utilization of Web 2.0 within the success chain of customer retention management in Mobile Commerce. Combined with existing studies of the acceptance of Web 2.0 recommendations for a successful timely order of introduction are offered to reach optimal diffusion and retention rates.

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