| The Tenth Pacific Asia Conference on Information Systems (PACIS 2006) Mobile Systems for Customer Service Differentiation the Case of Lufthansa (2008) | |||||||||||||||||
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| The airline industry has undergone dramatic changes. Fierce competition between full service and no-frills carriers is intensifying across the world. Full service carriers had to adjust to no-frills carriers ’ low priced minimal service. At the same time, they still offer their traditional higher priced premium service. To make the grade on this price differentiation, they aim at providing different service levels to different customer groups. Recently, mobile communication has gained importance, especially in mobile contexts such as travelling. However, service level differentiation in mobile channels is not yet widespread. Hence, little is known about: How can the customer base be segmented for different mobile service levels? Which characteristics qualify mobile services for service level differentiation? How can mobile services be designed for service level differentiation? On the basis of an in-depth analysis of the specific case of Deutsche Lufthansa AG (LH), the paper addresses these research questions. Our findings are: Separate mobile service levels seem to be possible for only a limited number of target groups. The feasibility of creating different service levels appears to be dependent on the supported activity’s predictability and task type. Service level differentiation seems to be reflected in the communication type used by the mobile service. | |||||||||||||||||
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