The role of the mobile medium in multichannel CRM communication
by Jaakko Sinisalo
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 1, 2011

Abstract: Research concerning the multichannel environment in different industries and contexts is increasing. However, the majority of studies fail to acknowledge the different characteristics of each individual channel. Therefore, this study takes a closer look at the mobile medium within the multichannel environment in CRM. More specifically, the purpose of this study is to examine the role of the mobile medium among other channels within multichannel CRM communication. Based on the purpose of the study, this research builds on an empirical single-case study in the airline industry. The findings of the study indicate that the mobile medium has an important, albeit complementary, role within multichannel CRM communication. The role is enhanced when the company takes into account the phase of the customer relationship and, moreover, the customers' travelling process.

Online publication date: Sat, 27-Sep-2014

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