This paper aims at a new challenge of customer
satisfaction on mobile customer relationship management. In this
paper presents a conceptualization of mCRM on its unique
characteristics of customer satisfaction. Also, this paper develops an
empirical framework in conception of customer satisfaction in
mCRM. A single-case study is applied as the methodology. In order to
gain an overall view of the empirical case, this paper accesses to
invisible and important information of company in this investigation.
Interview is the key data source form the main informants of the
company through which the issues are identified and the proposed
framework is built. It supports the development of customer
satisfaction in mCRM; links this theoretical framework into practice;
and provides the direction for future research. Therefore, this paper is
very useful for the industries as it helps them to understand how
customer satisfaction changes the mCRM structure and increase the
business competitive advantage. Finally, this paper provides a
contribution in practice by linking a theoretical framework in
conception of customer satisfaction in mCRM for companies to a
practical real case.
[1] Arnbjerg, M. (2004), Emergence of Mobile CRM in Western Europe -
Vendor Strategies, IDC, Framingham, MA,.
[2] Aungst, S.G., Wilson, D.T. (2005), "A primer for navigating the shoals of
applying wireless technology to marketing problems", Journal of
Business & Industrial Marketing, Vol. 20 No.2, pp.59-69.
[3] Balasubramanian, S., Peterson, R.A., Jarvenpaa, S.L. (2002), "Exploring
the implications of M-commerce for markets and marketing", Journal of
the Academy of Marketing Science, Vol. 30 No.4, pp.348-61.
[4] Bauer, H.H., Reichardt, T., Barnes, S.J., Neumann, M.M. (2005),
"Driving consumer acceptance of mobile marketing: a theoretical
framework and empirical study", Journal of Electronic Commerce
Research, Vol. 6 No.3, pp.181-92.
[5] Boulding, W., Staelin, R., Ehret, M., Johnston, W.J. (2005), "A customer
relationship management roadmap: what is known, potential pitfalls, and
where to go", Journal of Marketing, Vol. 69 No.4, pp.155-67.
[6] Davenport, T., Beck, J. (2000), "Getting the attention you need", Harvard
Business Review, Vol. 78 No.5, .
[7] Darian, J.C., Tucci, L.A., Wiman, A.R. (2001), "Perceived salesperson
service attributes and retail patronage intentions", International Journal
of Retail & Distribution Management, Vol. 29 No.4/5, pp.205-13.
[8] Camponovo, G., Pigneur, Y., Rangone, A., Renga, F. (2005), "Mobile
customer relationship management: an explorative investigation of the
Italian consumer market", Proceedings of 4th International Conference
on Mobile Business, 11-13 July, Sydney, Australia, .
[9] Facchetti, A., Rangone, A., Renga, F., Savoldelli, A. (2005), "Mobile
marketing: an analysis of key success factors and the European value
chain", International Journal of Management and Decision Making, Vol.
6 No.1, pp.65-80.
[10] Gebert, H., Geib, M., Kolbe, L., Brenner, W. (2003),
"Knowledge-enabled customer relationship management: integrating
customer relationship management and knowledge management
concepts", Journal of Knowledge Management, Vol. 7 No.5, pp.107-23.
[11] Homburg, C., Krohmer, H., Cannon, J.P., Kiedaisch, I. (2002), "Customer
satisfaction in transnational buyer-supplier relationships", Journal of
International Marketing, Vol. 10 No.4, pp.1-29.
[12] Jelassi, T., Enders, A. (2006), "Mobile advertising: a European
perspective", in Barnes, S., Scornavacca, E. (Eds),Unwired Business:
Cases in Mobile Business, Idea Group Inc., Hershey, PA, .
[13] Krampf, R., Ueltschy, L., d'Amico, M. (2003), "The contribution of
emotion to consumer satisfaction in the service setting", Marketing
Management Journal, Vol. 13 pp.32-52.
[14] Liljander, V., Strandvik, T. (1997), "Emotions in service satisfaction",
International Journal of Service Industry Management, Vol. 8 No.2,
pp.148-69.
[15] Middleton, H. (1999), "What is customer relationship management?",
NCR Relationship Management Report, Vol. 1.
[16] Mittal, V., Kamakura, W. (2001), "Satisfaction, repurchase intent, and
repurchase behavior: investigating the moderating effect of customer
characteristics", Journal of Marketing Research, Vol. 38 pp.131-42.
[17] Mobile Marketing Association (2004), What is Mobile Marketing, Mobile
Marketing Association, Denver, CO, .
[18] Nysveen, H., Pedersen, P.E., Thorbjornsen, H., Berthon, P. (2005),
"Mobilizing the brand: the effects of mobile services on brand
relationships and main channel use", Journal of Service Research, Vol. 7
No.3, pp.257-76.
[19] Parasuraman, A., Zinkhan, G.M. (2002), "Marketing to and serving
customers through the internet: an overview and research agenda",
Journal of the Academy of Marketing Science, Vol. 30 No.4, pp.286-95.
[20] Park, C-H., Kim, Y-G. (2003), "A framework of dynamic CRM: linking
marketing with information strategy", Business Process Management
Journal, Vol. 9 No.5, pp.652-71.
[21] Payne, A., Frow, P. (2005), "A strategic framework for customer
relationship management", Journal of Marketing, Vol. 69 No.4,
pp.167-77.
[22] Peppers, D., Rogers, M. (2004), Managing Customer Relationships: A
Strategic Framework, Wiley, Hoboken, NJ, .
[23] Perry, C. (1998), "Process of case study methodology for postgraduate
research in marketing", European Journal of Marketing, Vol. 32 No.9/10,
pp.785-802.
[24] Pham, M., Cohen, J.B., Pracejus, J.W., Hughes, G.D. (2001), "Affect
monitoring and the primacy of feelings in judgment", Journal of
Consumer Research, Vol. 28 pp.167-88.
[25] Schierholz, R., Kolbe, L.M., Brenner, W. (2006), "Mobilizing customer
relationship management - a journey from strategy to system design",
Proceedings of the 39th Annual Hawaii International Conference on
System Sciences (HICSS'06),.
[26] Sinisalo, J., Salo, J., Karjaluoto, H., Leppäniemi, M. (2006), "Managing
customer relationships through mobile medium-underlying issues and
opportunities", Proceedings of the 39th Annual Hawaii International
Conference on System Sciences (HICSS'06), January 4-7, Kauai, Hawai,.
[27] Thomas, J.S., Sullivan, U.Y. (2005), "Managing marketing
communications with multichannel customers", Journal of Marketing,
Vol. 69 No.4, pp.239-51.
[28] Virtanen, V., Bragge, J., Tuunanen, T. (2005), Barriers for Mobile
Marketing and How to Overcome Them, Helsinki School of Economics,
Helsinki,.
[29] Wong, A., Sohal, A. (2003), "A critical incident approach to the
examination of customer relationship management in a retail chain: an
exploratory study", Qualitative Market Research: An International
Journal, Vol. 6 No.4, pp.248-62.
[1] Arnbjerg, M. (2004), Emergence of Mobile CRM in Western Europe -
Vendor Strategies, IDC, Framingham, MA,.
[2] Aungst, S.G., Wilson, D.T. (2005), "A primer for navigating the shoals of
applying wireless technology to marketing problems", Journal of
Business & Industrial Marketing, Vol. 20 No.2, pp.59-69.
[3] Balasubramanian, S., Peterson, R.A., Jarvenpaa, S.L. (2002), "Exploring
the implications of M-commerce for markets and marketing", Journal of
the Academy of Marketing Science, Vol. 30 No.4, pp.348-61.
[4] Bauer, H.H., Reichardt, T., Barnes, S.J., Neumann, M.M. (2005),
"Driving consumer acceptance of mobile marketing: a theoretical
framework and empirical study", Journal of Electronic Commerce
Research, Vol. 6 No.3, pp.181-92.
[5] Boulding, W., Staelin, R., Ehret, M., Johnston, W.J. (2005), "A customer
relationship management roadmap: what is known, potential pitfalls, and
where to go", Journal of Marketing, Vol. 69 No.4, pp.155-67.
[6] Davenport, T., Beck, J. (2000), "Getting the attention you need", Harvard
Business Review, Vol. 78 No.5, .
[7] Darian, J.C., Tucci, L.A., Wiman, A.R. (2001), "Perceived salesperson
service attributes and retail patronage intentions", International Journal
of Retail & Distribution Management, Vol. 29 No.4/5, pp.205-13.
[8] Camponovo, G., Pigneur, Y., Rangone, A., Renga, F. (2005), "Mobile
customer relationship management: an explorative investigation of the
Italian consumer market", Proceedings of 4th International Conference
on Mobile Business, 11-13 July, Sydney, Australia, .
[9] Facchetti, A., Rangone, A., Renga, F., Savoldelli, A. (2005), "Mobile
marketing: an analysis of key success factors and the European value
chain", International Journal of Management and Decision Making, Vol.
6 No.1, pp.65-80.
[10] Gebert, H., Geib, M., Kolbe, L., Brenner, W. (2003),
"Knowledge-enabled customer relationship management: integrating
customer relationship management and knowledge management
concepts", Journal of Knowledge Management, Vol. 7 No.5, pp.107-23.
[11] Homburg, C., Krohmer, H., Cannon, J.P., Kiedaisch, I. (2002), "Customer
satisfaction in transnational buyer-supplier relationships", Journal of
International Marketing, Vol. 10 No.4, pp.1-29.
[12] Jelassi, T., Enders, A. (2006), "Mobile advertising: a European
perspective", in Barnes, S., Scornavacca, E. (Eds),Unwired Business:
Cases in Mobile Business, Idea Group Inc., Hershey, PA, .
[13] Krampf, R., Ueltschy, L., d'Amico, M. (2003), "The contribution of
emotion to consumer satisfaction in the service setting", Marketing
Management Journal, Vol. 13 pp.32-52.
[14] Liljander, V., Strandvik, T. (1997), "Emotions in service satisfaction",
International Journal of Service Industry Management, Vol. 8 No.2,
pp.148-69.
[15] Middleton, H. (1999), "What is customer relationship management?",
NCR Relationship Management Report, Vol. 1.
[16] Mittal, V., Kamakura, W. (2001), "Satisfaction, repurchase intent, and
repurchase behavior: investigating the moderating effect of customer
characteristics", Journal of Marketing Research, Vol. 38 pp.131-42.
[17] Mobile Marketing Association (2004), What is Mobile Marketing, Mobile
Marketing Association, Denver, CO, .
[18] Nysveen, H., Pedersen, P.E., Thorbjornsen, H., Berthon, P. (2005),
"Mobilizing the brand: the effects of mobile services on brand
relationships and main channel use", Journal of Service Research, Vol. 7
No.3, pp.257-76.
[19] Parasuraman, A., Zinkhan, G.M. (2002), "Marketing to and serving
customers through the internet: an overview and research agenda",
Journal of the Academy of Marketing Science, Vol. 30 No.4, pp.286-95.
[20] Park, C-H., Kim, Y-G. (2003), "A framework of dynamic CRM: linking
marketing with information strategy", Business Process Management
Journal, Vol. 9 No.5, pp.652-71.
[21] Payne, A., Frow, P. (2005), "A strategic framework for customer
relationship management", Journal of Marketing, Vol. 69 No.4,
pp.167-77.
[22] Peppers, D., Rogers, M. (2004), Managing Customer Relationships: A
Strategic Framework, Wiley, Hoboken, NJ, .
[23] Perry, C. (1998), "Process of case study methodology for postgraduate
research in marketing", European Journal of Marketing, Vol. 32 No.9/10,
pp.785-802.
[24] Pham, M., Cohen, J.B., Pracejus, J.W., Hughes, G.D. (2001), "Affect
monitoring and the primacy of feelings in judgment", Journal of
Consumer Research, Vol. 28 pp.167-88.
[25] Schierholz, R., Kolbe, L.M., Brenner, W. (2006), "Mobilizing customer
relationship management - a journey from strategy to system design",
Proceedings of the 39th Annual Hawaii International Conference on
System Sciences (HICSS'06),.
[26] Sinisalo, J., Salo, J., Karjaluoto, H., Leppäniemi, M. (2006), "Managing
customer relationships through mobile medium-underlying issues and
opportunities", Proceedings of the 39th Annual Hawaii International
Conference on System Sciences (HICSS'06), January 4-7, Kauai, Hawai,.
[27] Thomas, J.S., Sullivan, U.Y. (2005), "Managing marketing
communications with multichannel customers", Journal of Marketing,
Vol. 69 No.4, pp.239-51.
[28] Virtanen, V., Bragge, J., Tuunanen, T. (2005), Barriers for Mobile
Marketing and How to Overcome Them, Helsinki School of Economics,
Helsinki,.
[29] Wong, A., Sohal, A. (2003), "A critical incident approach to the
examination of customer relationship management in a retail chain: an
exploratory study", Qualitative Market Research: An International
Journal, Vol. 6 No.4, pp.248-62.
@article{"International Journal of Business, Human and Social Sciences:53523", author = "Cheng Fang Hsu and Shinn-Jong Lin", title = "mCRM-s New Opportunities of Customer Satisfaction", abstract = "This paper aims at a new challenge of customer
satisfaction on mobile customer relationship management. In this
paper presents a conceptualization of mCRM on its unique
characteristics of customer satisfaction. Also, this paper develops an
empirical framework in conception of customer satisfaction in
mCRM. A single-case study is applied as the methodology. In order to
gain an overall view of the empirical case, this paper accesses to
invisible and important information of company in this investigation.
Interview is the key data source form the main informants of the
company through which the issues are identified and the proposed
framework is built. It supports the development of customer
satisfaction in mCRM; links this theoretical framework into practice;
and provides the direction for future research. Therefore, this paper is
very useful for the industries as it helps them to understand how
customer satisfaction changes the mCRM structure and increase the
business competitive advantage. Finally, this paper provides a
contribution in practice by linking a theoretical framework in
conception of customer satisfaction in mCRM for companies to a
practical real case.", keywords = "Customer Satisfaction; mCRM; MobileCommunication.", volume = "2", number = "4", pages = "249-5", }
