The Impact of Mobile Advertising on Strengthening the Relationship Quality with Customers

• Main Authors: Yen-Chen Ho, 何彥禛
• Other Authors: 賴榮裕
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/31302910194471112101

碩士 === 國立中興大學 === 科技管理研究所 === 103 === Purpose –With the advent of the generation of mobile internet, the enterprise can deliver their advertisements to the consumers through the mobile devices immediately. For this reason, many enterprises start to develop the mobile advertising actively, in order to get more benefits from increased relationship quality with their customers. However, consumers will have concerns about mobile advertising due to the irritation and credibility issues. Therefore, this paper is trying to explore the mediating role Relationship Quality (RQ) plays in the mobile advertising context and determine how mobile advertising strengthens the relationship quality with customers. This paper aims to aid the advertiser to understand the consumers'' attitudes toward mobile advertising and thereby help the advertiser to make an effective marketing strategy. Design/methodology –The research of this paper is based on reviewing and integrating the past literatures of mobile advertising, and combined with the Relationship Quality (RQ), to propose the research framework along with related hypotheses. We are going to send the questionnaires to the consumers who have experienced the mobile advertising and then collect the questionnaires. Finally, we will analyze the feedback to verify each hypothesis. Originality/value –Based on the final result, we can realize interactivity, and personalization are important factor to affect relationship quality with customers. The result provides the meaningful information to mobile advertisers. It could help mobile advertisers take appropriate advertising campaigns to strengthen the relationship quality with customers.