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Mobile Customer Relationship Management: An Overview
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Author(s): Tolga Dursun (Abant İzzet Baysal Üniversity, Turkey)and Süleyman Çelik (Abant İzzet Baysal Üniversity, Turkey)
Copyright: 2017
Pages: 13
Source title:
Mobile Platforms, Design, and Apps for Social Commerce
Source Author(s)/Editor(s): Jean-Éric Pelet (ESCE International Business School, Paris, France)
DOI: 10.4018/978-1-5225-2469-4.ch017
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Abstract
Electronic platforms provide many advantages both customers and companies due to development of communication technology. Today almost every people have smartphones and tablets. Thus mobile customer relationship management became an significant concept for generating long-term relationships and increasing customer satisfaction, retention and loyalty. In addition companies use mobile CRM to facilitate salespeople for better performance in marketing activities. M-CRM offers interactive relationships between firms and companies. In this study, we define what is customer relationship management and origins of CRM. After that we stated electronic customer relationship management concept and finally we mentioned about mobile CRM especially benefits and characteristics of it.
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