Abstract:

Customer habits, behavior, informational needs and expectations were a subject of change in electronic commerce and are changing further in the mobile commerce. In this spirit, the “mobile” sellers must understand that the ways to assure customer satisfaction are also changing. A new, coherent and fully developed customer strategy is indispensable in the assurance of … mobile satisfaction.

This paper analyzes the changes in the mobile customer behavior, and also proposes some recommendations for a successful mobile marketing strategy.