Mobile Customer Relationship Management (mCRM): Constraints and Challenges

Mobile Customer Relationship Management (mCRM): Constraints and Challenges

Günter Silberer (University of Mannheim, Germany) and Sebastian Schulz (University of Göttingen, Germany)
Copyright: © 2012 |Pages: 17
DOI: 10.4018/978-1-4666-1598-4.ch020
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Customer Relationship Management is conducive to providing customer information and the correct way to deal with customers. After the advent of the world-wide-web (www), which brought an increase in customer data and intensified CRM discussions in its wake, we are now entering the age of computerized mobile communication with diverse possibilities to enlist the services of mobile people. This chapter outlines the new and latest technological developments and the resultant capabilities of mobile CRM. Looking to a future in which mobile marketing efforts may become increasingly important, the erosion of personal freedom and the threat to this freedom becomes all the more significant. The findings from reactance research do not only specify the reactance conditions but also the reactance consequences. Previous research has sometimes pointed to self-determination as an acceptance factor yet failed to analyze the reactance risk more closely. This chapter will attempt to close this gap. In this respect, the initial findings of an empirical study will be presented, revealing that the acceptance of mobile services is surprisingly low and the reactance risk for mobile services is not to be underestimated, and that reactance involves the corresponding behavior on the part of the user. The plea is to consider the acceptance risk in the mobile CRM of the future and select a customer-friendly permission policy.
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Crm In The Age Of Mobile Communication

The spread of mobile communication, which has become a global mega-trend, has opened up fresh opportunities to get to know the customer, attract new customers and cultivate customer relations (Silberer, 2004, pp. 453-470). This applies to suppliers of goods and services on the classical market and providers of services on the electronic market alike. Mobile communication means that people with a mobile device can be reached both at home and on the road and are capable of reaching other people and institutions when they are at home or on the road themselves. Access to web pages and other information services can be offered to the customer anytime and anywhere, which generate sales themselves or promote sales for other services (Attwood et al, 2000). Approximately 50% of mobile network users can already access mobile services today. Furthermore, various studies predict that the number of mobile Internet users is set to increase to about one billion by the year 2011 (Schäfer & Toma, 2008, p. 18). As a result, it is worth considering the possibilities of mobile CRM (mCRM) and trying them out (Frolick & Chen, 2004, pp. 53-61; Homburg & Bruhn, 2003, pp. 3-37; Nicolai & Petersmann, 2001; Nysveen, 2005, pp. 330-346; Silberer, 2002; van Ackeren, 2002, pp. 343-360; Zeng, 2003, pp. 302-322). In this context, we defined mCRM as an adoption of CRM in the context of mobile Communication by the use of mobile technologies and offering mobile services to the customer.

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