6533b823fe1ef96bd127df1a

RESEARCH PRODUCT

Mobile Customer Relationship Management: a communication perspective

Karjaluoto HeikkiJaakko Sinisalo

subject

Knowledge managementbusiness.industryProcess (engineering)Perspective (graphical)Marketing communicationBusinessCustomer relationship managementMobile contextGeneral Business Management and Accounting

description

Although communication has been investigated within relationship-oriented contexts, studies concerning communication within Customer Relationship Management (CRM) are scarce, especially when customer relationships are managed with the aid of the mobile medium. The purpose of this study is to increase general understanding of communication within the mobile context, in which the communicating parties are connected through the mobile medium. The authors present a model of the communication process within the mobile context based on a case study. The main results of the study indicate that the communication process within the mobile context differs significantly from the process through traditional channels.

yearjournalcountryeditionlanguage
2007-01-01International Journal of Electronic Customer Relationship Management
https://doi.org/10.1504/ijecrm.2007.017794