Mobile push notifications represent a new marketing and service channel for firms’ touch points with their customers. Through mobile push notifications, firms can reach customers anywhere and anytime today. Consequently, firms can reach customers on a short notice and customers can react instantaneously to the messages received (Balasubramanian et al. 2002). Such instantaneous interactions have become even more prevalent as smartphones have become “permanent travel companions” (Hennig-Thurau et al., 2010). Additionally, mobile push notifications can include location-based content, which has been identified as one of their distinct feature (Lachner et al. 2017). This unique combination of features offers service firms great opportunities, e.g. yield management by balancing out peak times. However, little is known about the impact of time- and location-dependent push advertising in a mobile service environment.

Author: Michael Lachner