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The study focused on the effectiveness of using (SMS) customer service platforms to meet customer satisfaction at Edgars stores Ltd in Zimbabwe. The main objective of the research was to measure the effectiveness of SMS customer service platforms on customer satisfaction. A causal research design was employed, and a simple random sampling technique was used in selecting the respondents. Questionnaires were used to gather data from a sample size of 357 consisting of 342 customers and 15 Edgars’ stores Ltd staff members. The data were analyzed using SPSS version 20 to determine the strength of the relationship and the moderating effect. The research findings from the hypothesis tests explored a significant and positive relationship between SMS customer service platforms and customer satisfaction. The study recommended the company use SMS customer service platforms for other promotional activities like sending bonus vouchers, news releases and advertisements. This will encourage more customers to shop hence improving market share. The SMS customer service platforms can also give after-sales services, personalized information, and birthday wishes. All these will increase customer satisfaction. [ABSTRACT FROM AUTHOR]

The increasing use of mobile devices is becoming more important to the execution of marketing actions through mobile platforms. According to Ibope (2013), eMarketer estimates that global investment in mobile advertising will triple in 2015, which shows the growing importance of the mobile environment in the business world. This article aims to analyze the factors that influence the acceptance of advertising by SMS regarding students in public universities of Campina Grande/PB, utilizing Marisavo et al. (2007) model. From this proposed model, a survey was developed and answered by 200 students of two public universities. The results showed that the factor influencing positively the acceptance of advertising by SMS the most is the perception of control that consumers have about receiving this type of advertising. [ABSTRACT FROM AUTHOR]

The SMS (Short Message Service),which emerged at the beginning of the 90s as a result of the telephone services' need for diversification, it is now used in the communication campaigns involving customized messaging, but also in general messaging campaigns sent both to the existing clients and to the potential ones. Thus, the SMS became widely used, turning into one of the most popular instruments of Mobile marketing and, soon becoming a separate concept named the SMS Marketing. Although there is the preconception that the mobile marketing and, namely, the SMS marketing is intended to be used primarily by the big corporations, which have the power and also the availability to invest substantial amounts of money in this sort of programs, the present paper intends precisely to debunk these preconceptions and, hence, to present the advantage of such marketing campaigns for the segment consisting of small and middle companies in Romania. [ABSTRACT FROM AUTHOR]

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