The focus of this research is to analyse the possibilities of using mobile applications and sms-services as a means for building customer relationships. Mobile marketing have in the last decade been dominated by a focus on text-messages, but the effects of this approach to mobile marketing are ambiguous, and the real question is whether the customer want this kind of communication on their mobile phones. In the light of this development, the need for utilising the mobile phone in a better way increases. This study explores whether providing the customers with an application or service they value, could be this better way. To examine such a new area within mobile marketing, an exploratory research design is applied. Through ten in-depth interviews with carefully selected segments, empirical insights are gathered on consumer behaviour and preferences towards mobile applications and services in a customer relationship context. Due to the number of interviewees the findings of this thesis should be viewed as a pilot study, without the aim of generalisation to a whole population. Several theoretical approaches to customer relations are examined, and Kaasinen’s Technology Acceptance Model and Wandorf’s four relational bonds form the basis for the empirical analysis. On the basis of the findings in the interviews; several new additions are made to the Technology Acceptance Model, and a new version of the model applied to mobile applications and services is presented. The main conclusion of this study is that mobile applications and sms-services can contribute to creating a customer relationship. Through providing something extra for the consumer, the identified effects of mobile applications and sms-services are: increased loyalty, satisfaction and a possibility of strengthening both the financial- and the emotional bonds to your customer.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|