Mobile money et fidélisation des consommateurs au Cameroun: de la guerre des SMS à la guerre des prix

Abstract : The conquest and retention of customers are at the heart of the strategic choices made by the three major companies competing for the Cameroonian mobile money market. Beyond extensive national marketing campaigns, this battle also goes on through SMS whose explicit and latent contents may sometimes refer to different realities likely to push customers towards competition. The purpose of this paper is to test this hypothesis from a content analysis of the SMS from Orange Cameroon to its clients on 31/07/2017, in with reference to the rates for its mobile money services (Orange Money).
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https://hal-auf.archives-ouvertes.fr/hal-01903067
Contributor : Patrick-Hervé Mbouombouo Mfossa <>
Submitted on : Wednesday, October 24, 2018 - 9:46:50 AM
Last modification on : Tuesday, November 13, 2018 - 8:44:15 AM
Long-term archiving on : Friday, January 25, 2019 - 12:54:29 PM

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Patrick-Hervé Mbouombouo Mfossa. Mobile money et fidélisation des consommateurs au Cameroun: de la guerre des SMS à la guerre des prix. 2017. ⟨hal-01903067⟩

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