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Critical Success Factors for Mobile CRM: A Research Framework
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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