Mobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This paper aims to focus on a new way to do business by means of mobile conversational commerce identified as a unique touchpoint for customers who wish to experience the product/service.

Mobile chat servitization in the customer journey: from social capability to social suitability

Letizia Lo Presti
;
Vittoria Marino
2020

Abstract

Mobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This paper aims to focus on a new way to do business by means of mobile conversational commerce identified as a unique touchpoint for customers who wish to experience the product/service.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4740591
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