Mobile services in retail and their influence on customer satisfaction

Master's Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,3, University of Applied Sciences Essen, course: Master of Business Administration, language: English, comment: Folgende Themen werden behandelt: Megatrends / Mobile Marketing / Erfolgsfaktoren Mobile Marketing / Smartphone / Apps / Kundenzufriedenheit / Kano Modell / Fallbeispiele Applikationen: Mobile Messaging, Mobile Tagging - extended Packaging, Barcoo, Mobile Payment - Mobile Wallet, Starbucks, Augmented Reality / Mobile Kundenkarte - Payback, Shopkick, Datenschutz. Umfrage zum Thema: Welche Apps verwenden Kunden im Einzelhandel und unter welchen Voraussetzungen. , abstract: Worldwide there is a strong growth in smartphone owners in comparison to previous years and the number of them will surpass the 1,4 billion mark worldwide by the end of 2013 (statista, 2013). Today, more than one third of world's population and more than 40 percent of Germany's population own a smartphone (GS1, 2013, 5, statista, 2013).
Mobile phones and other mobiles are becoming part of our everyday life and are changing the way people manage it. They are the most used daily consumer good in the world and by this are becoming personal assistants that give users an always-connected and always-on lifestyle - a mobile lifestyle. Users are able to do everything from everywhere at any time with it: from doing business, communicating or playing interactive games to shopping.

The increasing number of mobile devices and by this the anywhere accessibility of the Internet have an impact on the consumers' behavior in stationary stores. Customers do price checks with their smartphone, watching product videos or reading product reviews in the store and more often buy the desired product elsewhere. Retailers face the challenge of understanding how customers interact with their mobiles while shopping and take advantage of any opportunities to inc