Title: Mobile Customer Relationship Management: a communication perspective

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.

DOI: 10.1504/IJECRM.2007.017794

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