IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-29058-4_32.html
   My bibliography  Save this book chapter

Proximity Marketing as an Enabler of Mass Customization and Personalization in a Customer Service Experience

In: Managing Complexity

Author

Listed:
  • Nataly Levesque

    (ESG-UQAM)

  • Harold Boeck

    (ESG-UQAM)

Abstract

More and more companies are adopting Proximity Marketing, an emerging form of marketing enabled through wireless technology. This chapter presents how companies can use Proximity Marketing to enhance their service experiences through a real-time mass customization and personalization of their promotions. Data collection was performed through a multi-case study approach of companies that are currently or have been using Proximity Marketing to enhance their services or the customer experience. Data analysis was performed to extract several variables namely the potential and actual benefits, how the offering is customized and personalized by Proximity Marketing as well as important issues relating to consumers. Our findings illustrate that very few empirical studies have been performed on the topic, which is consistent with an emerging field of research. Recommendations for further studies are addressed. Finally, managerial considerations and recommendations that will contribute to a company’s positive brand image and return on investment are presented.

Suggested Citation

  • Nataly Levesque & Harold Boeck, 2017. "Proximity Marketing as an Enabler of Mass Customization and Personalization in a Customer Service Experience," Springer Proceedings in Business and Economics, in: Jocelyn Bellemare & Serge Carrier & Kjeld Nielsen & Frank T. Piller (ed.), Managing Complexity, chapter 0, pages 405-420, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-29058-4_32
    DOI: 10.1007/978-3-319-29058-4_32
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.
    2. Aguiar-Castillo Lidia & Rufo-Torres Julio & De Saa-Pérez Petra & Perez-Jimenez Rafael, 2018. "How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application," Sustainability, MDPI, vol. 10(5), pages 1-20, May.
    3. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    4. Sheng, Margaret L. & Natalia, Natalia & Hsieh, C.Y., 2022. "Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Shokouhyar, Sajjad & Shokoohyar, Sina & Safari, Sepehr, 2020. "Research on the influence of after-sales service quality factors on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-319-29058-4_32. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.