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L'impact de la personnalisation basée sur le profil et la localisation sur le comportement du client dans un contexte de téléphonie mobile

Author

Listed:
  • Insaf Khelladi

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Sylvaine Castellano

    (ESG Management School - ESG Management School)

  • Laurie Limongi

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

Le marketing mobile devient incontournable pour les entreprises désirant se rapprocher de leurs clients. Les appareils mobiles offrent de multiples possibilités de personnalisation et de géolocalisation. Ils permettent de transmettre des messages personnalisés répondant aux préférences et aux situations des clients. Cette étude analyse la perception des clients de la personnalisation basée sur le profil et la localisation, dans un contexte de téléphonie mobile. Les résultats de la manipulation expérimentale montrent que les clients réagissent positivement à la personnalisation basée sur la localisation.

Suggested Citation

  • Insaf Khelladi & Sylvaine Castellano & Laurie Limongi, 2014. "L'impact de la personnalisation basée sur le profil et la localisation sur le comportement du client dans un contexte de téléphonie mobile," Post-Print hal-01513998, HAL.
    • Handle: RePEc:hal:journl:hal-01513998
    as

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    Keywords

    marketing; téléphonie mobile;

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