Customer Experience Management: The 4 Pís of E- Marketing in M-Commerce Context
There have been increasing uses of Internet technologies as marketing tools to manage online customer experience, from personalized emails to location-aware apps on smart mobile devices. However, due to a lack of a comprehensive and integrated framework for managing customerís experience, it remains challenging for e-marketers to effectively employ these tools. This paper applies the 4 Pís framework in marketing and proposes an approach to managing customer experience in M-Commerce settings. We propose to expand the 4Pís e-marketing mix model in the MCommerce context. We have further discussed how our framework can help e-marketers identifying their customer experience strategies and e-commerce tools to implement electronic customer experience management.
Keywords- M-commerce, 4P, e-marketing, customer experience