MULTI-PLATFORM MOBILE SERVICE CREATION: INCREASING BRAND TOUCH-POINTS FOR HOTELS
Keywords:
mobile platforms, mobile service, apps, context awareness, online marketing, eTourism, service creationAbstract
With the introduction of smart phones, the marketing possibilities for businesses changed fundamentally. New advertisement and publication mechanisms developed a new way of communication between business and customers in a more frequent and more personalized way. This paper describes a design approach for the development and implementation of a tool which can be used by hotels as well as by other end-user oriented businesses to keep close contact with customers by using a technology almost everyone uses nowadays { the smart phone. Oering a possibility for the customers to communicate with the business is as important as leaving the business' imprint on the customer and keeping the customer's retention by increasing brand touch points. To accomplish the above mentioned requirements we propose the design and implementation of a content management system (CMS) rendering mobile apps for dierent platforms: Android, iOS and in mobile website mode. After the roll out of the resulting product and a testing phase with two customers it is apparent that the utilization of mobile marketing mechanisms really increases the brand touch points and has a high acceptance rate by customers of all ages, genders and social environments.
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