The digitalization of the world increased during the last years rapidly in nearly all areas. The base for the dynamic development is caused by the mobile end devices especially by the Smartphone like-wise the increase of quality in the telecommunication infrastructure by contemporary decreasing prices.
The needs and expectations of the consumer to mobile commerce by the help of a special investigation are examined. The situation approach as a success factor for mobile commerce is used due to the fact that mobile commerce is a fast developing marketing instrument and that more companies start to integrate the mobile channel in their multi-channel marketing.
The research question assumes that mobile commerce influences the purchasing process and the consumer behavior likewise that mobile commerce has an impact in the customer journey. Therefore the research question on how the provider can support the consumer during the mobile shopping process is asked. In addition the question how the different clusters can operationally be connected by the help of the situation approach to make the most efficient customer journey will be illustrated.
Table of Contents
1. Introduction
1.1. Objectives Targets And Problem Formulation
1.2. Delimitations
1.3. Execution And Structure Of The Thesis
2. Introduction To Mobile Commerce
2.1. Mobile Commerce Definition and Limitations
2.2. Mobile Commerce In Different Sectors
3. Development And Status Quo Of Mobile Commerce
3.1. Overview Of M-Commerce
3.2. Development Of Mobile Commerce
3.3. Differentiation Of Mobile End Devices
3.4. Mobile Websites Vs. Native Apps
4. Theoretical Framework
4.1. Contingency Theory
4.2. Introduction To The Situation Approach in Mobile Commerce
4.2.1. Situation Adequacy And Situation Potential In Mobile Commerce
4.2.2. Systemization Of Situations In The Purchasing Process
4.2.3. Integration Of CRM Systems In Mobile Commerce
5. The Impact Of M-commerce On The Customer Journey And Consumer Behavior
5.1. Phases Of Customer Journey
5.2. The Changes Of The Customer Journey
5.2.1. The Challenges And Opportunities In The Customer Journey
5.2.2. Multi –, Omni- And Cross Channel For Potential Customers
5.3. The Change Of The Consumer Behavior
5.3.1. Smartphone´s – The Driver´s For Change
5.3.2. The New Consumer Behavior
6. Empirical Research
6.1. Online Survey
6.1.1. Conception And Execution Of The Survey
6.1.2. Analysis And Findings Of The Online survey
6.2. Expert Interview
6.2.1. Conception And Execution Of The Interview
6.2.2. Analysis And Findings Of The Expert Interview
7. Discussion And Implications
7.1. Analysis Of The Different Sectors Which Are Using Mobile Commerce
7.2. The Pros And Cons For Companies By Using Mobile Commerce
7.3. Growth Drivers And Barriers For Mobile Commerce
7.4. Mobile Commerce Trends For The Future
8. Critical Reflection
9. Résumé
Research Objectives and Themes
This thesis examines the evolution of mobile commerce and its transformative influence on purchasing processes and consumer behavior. It explores how providers can leverage mobile channels to meet consumer needs, with a primary focus on how the "situation approach" can be applied to optimize the customer journey across various retail sectors.
- Integration of mobile commerce into multi-channel marketing strategies.
- Application of the situation approach as a success factor for individual mobile offerings.
- Analysis of consumer behavior shifts driven by smartphone adoption.
- Empirical evaluation of mobile user expectations and sector-specific performance.
- Strategic optimization of the customer journey to build long-term loyalty.
Excerpt from the Book
Mobile Commerce In The Retail Sector
The retail sector is a crisis resistant industry, because the goods are needed independently from the economic development and therefore purchased by the people. But the retail sector is one of the most rapid changing sectors, because retailers are constantly looking for new ways and new technologies to stay competitive. (Hedemann, 2014) There are appealing constantly new selling channels and advanced digital technologies. Especially retailers have to make sure to build the best shopping experience a customer could have and to fulfill the needs. Retailers have to adopt the changes.
Based on new habits, retailers are bringing in-store experiences together with digital and mobile experiences to the consumer of today. The key for retailers nowadays is innovation and staying ahead of their competitors and consequently inspiring their shoppers. (Shankar et al., 2010)
To show this development more clearly a current example of the retail sector is given. It shows the mobile commerce development of this provider within the last three month compared to other end devices like tablet and desktop.
Summary of Chapters
1. Introduction: Presents the topic of mobile commerce and outlines the research objectives, problem formulation, and the thesis structure.
2. Introduction To Mobile Commerce: Defines mobile commerce and introduces key sectors (retail, telecommunications, and airlines) that are undergoing rapid transformation due to mobile technology.
3. Development And Status Quo Of Mobile Commerce: Provides an overview of the development of mobile commerce, differentiates between mobile devices, and compares mobile websites with native apps.
4. Theoretical Framework: Introduces the contingency theory and the situation approach as a strategic framework to understand successful mobile commerce implementation.
5. The Impact Of M-commerce On The Customer Journey And Consumer Behavior: Defines the customer journey and analyzes how the proliferation of smartphones has fundamentally altered consumer behavior and expectations.
6. Empirical Research: Documents the methodology and results of an online survey and an expert interview conducted to validate the theoretical findings.
7. Discussion And Implications: Synthesizes the research findings, offers strategic recommendations for different sectors, and outlines future trends such as wearable technology and location-based services.
8. Critical Reflection: Provides a self-critical assessment of the research methodology, data limitations, and the challenges encountered during the writing process.
9. Résumé: Summarizes the core findings of the thesis and provides a final conclusion on the trajectory of mobile commerce.
Keywords
Mobile Commerce, Smartphone, Consumer Behavior, Customer Journey, Situation Approach, Contingency Theory, Multi-Channel, Omni-Channel, Retail Sector, Mobile Optimization, Native Apps, Mobile Payment, User Experience, Digital Transformation, Location-Based Services
Frequently Asked Questions
What is the core focus of this thesis?
The thesis explores the growing importance of mobile commerce in the purchasing process and how it significantly impacts consumer behavior in the current digital landscape.
What are the primary themes discussed in the document?
The work covers mobile commerce definitions, the situation approach, the evolving customer journey, sector-specific analyses (retail, telecommunications, airlines), and empirical research on user expectations.
What is the central research question?
The research asks how providers can effectively support the consumer during the mobile shopping process and how different clusters can be connected operationally through the situation approach to create an efficient customer journey.
What research methods were employed?
The research utilized a mix of literature review (secondary data) and empirical investigation consisting of an online survey targeting internet-affine users and an expert interview with a mobile specialist.
What does the main body of the work cover?
It covers the theoretical grounding of the situation approach, an empirical analysis of consumer habits, and a detailed discussion on how companies can optimize their mobile strategies.
Which keywords define this study?
Key terms include Mobile Commerce, Smartphone, Customer Journey, Situation Approach, Consumer Behavior, and Digital Transformation.
How does the "situation approach" benefit retailers?
The situation approach allows retailers to tailor their offerings based on specific contexts—such as idle time or search scenarios—thereby increasing the probability of a successful, value-added interaction.
Why is the retail sector particularly challenged?
Retailers are struggling because customers are increasingly using mobile devices in-store to compare prices and research products, often resulting in a "point of decision" that differs from the "point of sale."
What role do mobile apps play versus mobile websites?
While mobile websites are crucial for broad reach and search engine visibility, native apps offer deeper integration with hardware functions and better engagement potential for loyal, frequent customers.
- Quote paper
- Anonym (Author), 2015, Mobile Phones as the Ultimate Shopping Assistants. Mobile Commerce in the Purchasing Process and its Impact on the Consumer Behavior, Munich, GRIN Verlag, https://www.grin.com/document/302853
