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Akzeptanz mobiler Kundenkartenprogramme bei Konsumenten

Akzeptanz mobiler Kundenkartenprogramme bei Konsumenten

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834968128
Condition
New
Product Description

Mobile Marketing gewinnt in der Unternehmenspraxis zunehmend an Bedeutung. Einen interessanten Anwendungsbereich fr mobile Dienste stellen Kundenkartenprogramme dar, bei denen sowohl die Kundenkarte und Coupons, als auch die Programmkommunikation auf das Handy bertragen werden knnen. Jan Prein untersucht, inwieweit Konsumenten mobile Dienste in Kundenkartenprogrammen tatschlich akzeptieren und welche Faktoren die Akzeptanz beeinflussen. Auf der Basis der Ergebnisse einer umfangreichen empirischen Untersuchung gibt der Autor Empfehlungen fr die erfolgreiche Gestaltung mobiler Kundenkarten-Anwendungen.

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