Authors: Jaakko Sinisalo, Heikki Karjaluoto
Addresses: Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, P.O. Box 4600, FIN-90014 Oulu, Finland. ' Department of Marketing, University of Jyvaskyla, P.O. Box 35, FIN-40014 Jyvaskyla, Finland
Abstract: 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.
Keywords: customer relationship management; mobile CRM; marketing communications; mobile medium; m-CRM; communication process.
International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.3, pp.242 - 257
Published online: 14 Apr 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article