Customer satisfaction toward mobile advertising.

Abstract

Mobile device is now used for many business activities both B2B and B2C due to mobile device have two main characteristics with outstanding performance, which are personalization and interactivity. Marketer is able to communicate effectively with the right target customer at anytime and anywhere. Mobile device exceed itself from limitation of traditional media such as Television, billboard and vice versa. Review of exiting research was tested five years ago. Thus, in this research, we had tested the traditional advertising tools such as SMS and new advertising tools such as display advertising banner. Moreover, we would like to find factors that affect with customer satisfaction since customer satisfaction is one of the elements that help sustain competitive advantage for the business. Our findings reveal a number of significant relationships, which it have, correlate with hypothesis. Implications of these findings for practice and future research are discussed. KEY WORDS: SMS / Mobile Devices / Consumer satisfaction / Display Banner Advertising / Google Adword