Mobile Support in Customer Loyalty Management [electronic resource] : An Architectural Framework / by Christian Zeidler.

and problem frame -- Requirements derived from relationship marketing and customer loyalty -- Mobile infrastructure perspective on the loyalty framework -- The reference model for the mobile supported loyalty scheme -- Analysis of business models for the mobile supported loyalty scheme -- Reference model evaluation -- Results and recommendations.

Mobile technology has developed extremely quickly from a niche position as an exclusive wireless voice transmission technology to a multimedia enabled mass market product. Little is known, however, how mobile services can be used most effectively to intensify customer loyalty. Christian Zeidler identifies the potential of mobile services for the management of customer relationships. He develops a framework that provides a technical infrastructure capable of leveraging these advantages through a service delivery platform. The author, thereby, provides a valuable tool for the integration of the mobile channel into the traditional marketing mix.