Evaluation studies on mobile marketing capabilities of traditional service industry

Abstract

Mobile marketing research levels in traditional service industries are relatively low. In this paper a new Evaluation Index System of mobile marketing capabilities was prompted based on previous studies and assumptions. The Evaluation Index System has been divided into three categories including information standards, conception standards and customer standards. Fuzzy Comprehensive Evaluation method has been used in this paper to study the mobile marketing capabilities of Traditional Service Industries. © 2012 Springer-Verlag GmbH Berlin Heidelberg.