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Entertainment mobile content: long term profitability
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Every company to continue operating in the mid/long term needs to understand the customer and its needs. Given the reduction of the sales of the last few months at 123 Multimedia, the aim of this work is to elaborate an explanatory research to understand why this happened. I used the Key Mediating Variable Model (Morgan and Hunt, 1993) as the framework of my work.
I developed a questionnaire, representing the main tool of my work, which will allow me to understand what is happening in the customer mind. Moreover, to study some of the precursor’s variables that explain those levels, namely, communication, shared values and relationship benefits. Finally, I will recommend some policies that should take to improve the subscription.