%0 Journal Article %1 10.1109/HICSS.2006.262 %A of Oulu Jaakko Sinisalo, University %A of Oulu Jari Salo, University %A of Oulu Heikki Karjaluoto, University %A of Oulu Matti Leppäniemi, University %C Los Alamitos, CA, USA %D 2006 %I IEEE Computer Society %J Hawaii International Conference on System Sciences %K CRM mCRM %P 10 %R 10.1109/HICSS.2006.262, %T Managing Customer Relationships through Mobile Medium - Underlying Issues and Opportunities %U http://www.computer.org/portal/web/csdl/doi/10.1109/HICSS.2006.262 %V 6 %X Although customer relationship management (CRM) is currently gaining widespread popularity in several disciplines and industries, mobile medium as an element of CRM is rarely taken into consideration. The purpose of this study is twofold. First, to guarantee a coherent discussion about phenomenon, a preliminary conceptualization of mobile customer relationship management (mCRM) is presented. Second, the authors illustrate the underlying issues of the initiation of mCRM. A single case study method is used for the empirical component of the study. In more detail, a major retailer that implemented mCRM and use mobile medium to promote CRM activities is investigated. The main results of the study indicate that while there are a lot of uncertainties related to adopting mCRM, the mobile medium can be an effective complement to traditional CRM. The paper finally presents contributions, limitations and avenues for further research of this emerging topic.

@article{10.1109/HICSS.2006.262, abstract = {Although customer relationship management (CRM) is currently gaining widespread popularity in several disciplines and industries, mobile medium as an element of CRM is rarely taken into consideration. The purpose of this study is twofold. First, to guarantee a coherent discussion about phenomenon, a preliminary conceptualization of mobile customer relationship management (mCRM) is presented. Second, the authors illustrate the underlying issues of the initiation of mCRM. A single case study method is used for the empirical component of the study. In more detail, a major retailer that implemented mCRM and use mobile medium to promote CRM activities is investigated. The main results of the study indicate that while there are a lot of uncertainties related to adopting mCRM, the mobile medium can be an effective complement to traditional CRM. The paper finally presents contributions, limitations and avenues for further research of this emerging topic.}, added-at = {2011-02-12T18:07:17.000+0100}, address = {Los Alamitos, CA, USA}, author = {of Oulu Jaakko Sinisalo, University and of Oulu Jari Salo, University and of Oulu Heikki Karjaluoto, University and of Oulu Matti Leppäniemi, University}, biburl = {https://www.bibsonomy.org/bibtex/2a70be100b233347c4fed484de1099708/marek.niesiobed}, description = {Managing Customer Relationships through Mobile Medium — Underlying Issues and Opportunities}, doi = {10.1109/HICSS.2006.262,}, interhash = {7140216519c9993d7db31c0db730e1e2}, intrahash = {a70be100b233347c4fed484de1099708}, issn = {1530-1605}, journal = {Hawaii International Conference on System Sciences}, keywords = {CRM mCRM}, pages = 10, publisher = {IEEE Computer Society}, timestamp = {2011-02-12T18:07:17.000+0100}, title = {Managing Customer Relationships through Mobile Medium - Underlying Issues and Opportunities}, url = {http://www.computer.org/portal/web/csdl/doi/10.1109/HICSS.2006.262}, volume = 6, year = 2006 }