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Critical Success Factors for Mobile CRM: A Research Framework

Critical Success Factors for Mobile CRM: A Research Framework
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Author(s): Chandana Unnithan (Deakin University, Australia), Ross Smith (Deakin University, Australia) and Bardo Fraunholz (Deakin University, Australia)
Copyright: 2007
Pages: 4
Source title: Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch061
ISBN13: 9781599049298
EISBN13: 9781466665378

Abstract

The past few years have seen a rapid development and momentous growth in mobile technologies and their diffusion into societies worldwide. The concept of Mobile Customer Relationship Management (mCRM) has emerged, as a one-to-one marketing strategy focused on services built for individual customers in an increasingly mobile world. However, the experience of many organizations, which deployed a Customer Relationship Management (CRM) strategy in the late 1980s and early 1990s, has left them sceptical. To address this, we propose that a Critical Success Factor (CSF) study of mCRM is both relevant and timely. In this paper, we establish the need for such a study and present a research framework.

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