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Oulun yliopiston väitöskirjat

MOBILE CUSTOMER RELATIONSHIP MANAGEMENT, ACTA UNIVERSITATIS OULUENSIS G Oeconomica 49

ISBN-13:	978-951-42-6390-3
Kieli:	englanti
Kustantaja:	Oulun yliopisto
Oppiaine:	Talous
Painosvuosi:	2010
Sidosasu:	pehmeäkantinen
Sijainti:	Print Tietotalo
Sivumäärä:	200
Tekijät:	SINISALO JAAKKO

20.00 €

This study examines communication through the mobile medium in customer relationshipmanagement (hereafter mCRM). Although the academic research on mCRM is graduallyevolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose ofthis study is to begin to fill this gap by enhancing the theoretical and practical understanding ofmCRM. The empirical part of the study is conducted as a qualitative case study. Seven Finnishcompanies utilizing the mobile medium as a communication channel in CRM were selected forthe empirical analysis. Interviews, observations and personal experiences gained within thosecompanies form the main sources of data. The main theoretical contributions of the present study to existing academic literature are asfollows. First, the study proposes the conceptualization of the focal phenomenon of the study,mCRM, and further elicits the salient characteristics of it. Second, following theconceptualization, the study focuses on communication as the core of the interaction between thecompany and the customer via the mobile medium. Accordingly, the study sheds light on the keyelements of the communication process within mCRM and its various phases. Third, the studyfounds a theoretical framework for mCRM; identifying the customer relationship management,mobile commerce and communication literature streams that define mCRM theoretically. Fourth,the study elaborates on the specific role of the mobile medium as a channel within CRM andhighlights the ways in which it differs from all other channels within the multichannel CRMenvironment. Although mCRM communication has an inherent potential to benefit both company andcustomer, it has been utilized quite cautiously to date. This is rather surprising given that,compared to other channels, the mobile medium has an exceptional ability to reach people. Inaddition, greater utilization of the mobile medium could save time and money. This is becausemany face-to-face encounters could easily be replaced by communication through the mobilemedium. The study offers guidelines on aspects ranging from the initiation of mCRM to actualcommunication through mCRM. Hopefully, the findings of this study will encourage managers,regardless of industry, to consider whether their company could provide added-value of any kindthrough the use of the mobile medium to benefit their customer relationships.

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