Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15048
Título: Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?
Autor: Brunner, Astrid Gonçalves
Orientador: Lages, Carmen
Palavras-chave: Location-based mobile marketing
Customer experience
customer satisfaction
Customer loyalty
Data de Defesa: Mai-2014
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.
URI: http://hdl.handle.net/10362/15048
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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