C/M/403. Dissertation + Proposal. Multimedia Messaging: A New Way to Increase Customer Retention?

This dissertation examined whether multimedia messaging (MMS) offered a new way for marketers to increase levels of customer retention. In so doing, MMS marketing was examined, the underlying constructs of customer retention were presented and discussed, and a series of interviews and a questionnaire were conducted. The results suggested that MMS marketing materials would have a positive effect on customer retention levels amongst innovators and early adopters. The dissertation would be particularly useful for anyone interested in customer retention and its underlying constructed.