Customer Experience Management: The Case Of NTT DOCOMO
This paper applies the new 4 P’s framework in marketing and proposes an approach to managing customer experience in M-Commerce settings. The new 4 P’s are: Push-pull-participative, Personalization, Promptness, and Privacy which reflect to the key success aspect of marketing in Internet context. To bring in the new 4’P conceptualization to M-commerce, the new area of businesses to create new opportunity for services and products, a case study of a M-Commerce—NTT DoCoMo is discussed in this study. The case of NTT DoCoMo is discussed in this study to explain how a telecommunication service provider provides services that deliver values to their customers. The new 4 P framework is applied to examine aspects of their strategies for business sustainability.
Keywords - M-commerce, 4P, e-marketing, customer experience