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Anywhere, Anytime? Mobile Push Notifications as a New Interaction-Channel for Service Providers

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Zusammenfassung

Mobile push notifications represent a relatively new tool for services marketing. Thus, this article uses previous literature on interactive marketing tools to derive a set of relevant dimensions that help characterizing mobile push notifications. Furthermore, it empirically investigates how marketing experts from both academia and practice perceive mobile push notifications based on this set of dimensions. The article ends with a discussion of the results and provides recommendations for using mobile push notifications.

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Correspondence to Michael Lachner .

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Lachner, M., Arnold, A.R., von Wangenheim, F. (2017). Anywhere, Anytime? Mobile Push Notifications as a New Interaction-Channel for Service Providers. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungen 4.0. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17550-4_17

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  • DOI: https://doi.org/10.1007/978-3-658-17550-4_17

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-17549-8

  • Online ISBN: 978-3-658-17550-4

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