Mobile Systems For Customer Service Differentation - The Case Of Lufthansa
Type
conference paper
Date Issued
2006-07-06
Author(s)
Research Team
CM, IWI4
Abstract
The airline industry has undergone dramatic changes. Fierce competition between full service and no-frills carriers is intensifying across the world. Full service carriers had to adjust to no-frills carriers’ low priced minimal service. At the same time, they still offer their traditional higher priced premium service. To make the grade on this price differentiation, they aim at providing different service levels to different customer groups. Recently, mobile communication has gained importance, especially in mobile contexts such as travelling. However, service level differentiation in mobile channels is not yet widespread. Hence, little is known about: How can the customer base be segmented for different mobile service levels? Which characteristics qualify mobile services for service level differentiation? How can mobile services be designed for service level differentiation? On the basis of an in-depth analysis of the specific case of Deutsche Lufthansa AG (LH), the paper addresses these research questions. Our findings are: Separate mobile service levels seem to be possible for only a limited number of target groups. The feasibility of creating different service levels appears to be dependent on the supported activity’s predictability and task type. Service level differentiation seems to be reflected in the communication type used by the mobile service.
Language
English
Keywords
Service
M-Business
M-Commerce
Mobile Applications
Service Management
HSG Classification
not classified
Refereed
Yes
Book title
Proceedings of the 10th Pacific Asia Conference on Information Systems
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Start page
41
End page
52
Pages
12
Event Title
10th Pacific Asia Conference on Information Systems (PACIS) 2006
Event Location
Kuala Lumpur, Malaysia
Event Date
06.-09.07.2006
Subject(s)
Division(s)
Eprints ID
213357
File(s)![Thumbnail Image]()
open.access
Name
Mobile_Systems_For_Customer_Service_Differentiation.pdf
Size
112.14 KB
Format
Adobe PDF
Checksum (MD5)
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