Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?
Contribuinte(s) |
Lages, Carmen |
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Data(s) |
02/06/2015
29/06/2015
01/05/2014
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Resumo |
This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers’ experiences. Besides, the analysis has also shown a favorable impact on customers’ satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer’s experience and should therefore be considered an important tool in marketing communications. NSBE - UNL |
Identificador |
http://hdl.handle.net/10362/15048 201481871 |
Idioma(s) |
eng |
Direitos |
embargoedAccess |
Palavras-Chave | #Location-based mobile marketing #Customer experience #customer satisfaction #Customer loyalty |
Tipo |
masterThesis |