| dc.description.abstract | In recent years, marketing to customers has become increasingly challenging as the number
of available products and services across industries has grown significantly, while at the same
time marketing tactics and customer touch points have proliferated.
It is vital for the survival of any organisation to have loyal customers as the complexity and
the competitiveness in the market place regards to what companies need to do and how they
do it, meeting with the needs of the customer
The recent rapid growth of the mobile phone market has made mobile marketing one of the
most important advertising tools and contact points available to companies today. Mobile
marketing can increase customer loyalty by providing customers with timely and informative
information.
The aim of this piece of research aims to explore mobile marketing and how it can contribute
to customer loyalty.
The study was conducted to identify the main methods of mobile marketing used by
companies, to identify how much contact is pushed on customers by companies, determine
the perceptions of mobile marketing and overall determine how mobile marketing contributes
to customer loyalty and establish how companies can improve the implementation of mobile
marketing.
v
Secondary research gives a brief overview of customer relationship marketing (CRM) which
ties in with mobile marketing where theories and technology complement each other. Primary
research was conducted in two phases. Phase 1 will consisted of 6 in-depth interviews, 1 with
an industry expert, who offer mobile marketing services. Phase 2 was completed with
administrating 100 questionnaires as part of a street survey to both users and non-users of
mobile phones. | en |
