Chapter 2

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CHAPTER II

REVIEW OF RELATED LITERATURE
 

This part of the paper consists of various related literature and studies about consumer services in online processes. It includes articles (both published and unpublished materials), books as well as internet sources.  

A. Related Literature

The proponents gathered materials in order to get some ideas and information that will serve as a reference to their study. All these information helped the researcher in solving out the problems and arrived to a proposal of a new system.

1. Foreign Literature
One important article that is related to the subject is entitled Engaging Customers Across All Touch Points written by Garcia (2010). This paper explores the emerging strategies that leading retailers are pursuing in order to better serve their customers. Working with many prominent retailers, Blue Martini Software has observed five key customer-facing strategies: integrating new touch points, offering personalization, increasing campaign precision, accelerating market-testing, and analyzing customer data. For their efforts, retailers are reaping rewards in terms of market share, wallet share, and reduced marketing costs. Furthermore, retailers have been able to implement these strategies cost-effectively by deploying eCRM applications from Blue Martini Software. A similar theme is projected in an article entitled The Third Generation of Mobile Services by AU-System. The emergence of the third generation (3G) of mobile services, devices, and networks means that the connected society is here, together with its ubiquitous online services. The architecture and technology to create this vision are already standardized. Products and networks are underway and the different players in the value network are beginning to see their business opportunities. Operators can now benefit from making the Internet and all its e-services completely mobile, broadband, and even multi-access. Service and content providers can...
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