Mobile Customer Relationship Management: A study of barriers and facilitators to mCRM adoption

Customer Relationship Management and Mobile Marketing are two areas of business that have been given considerable attention in recent years. For companies that strive to succeed in today’s customer oriented marked it has become a necessity to manage customer relations through the use of Customer Relationship Management (CRM) systems. Research by Varian, Elder and Shutter (2006) shows that CRM applications are among the most widely adopted business solutions in the private sector. In the mean time, mobilebusiness and mobile marketing are two of the most used terms in business literature today (Lehner & Watson, 2006).


Managing customer relations had become a necessity for companies who want to succeed in today’s customer oriented market. New systems are developed that allow firms to manage and govern their relationships to the customers. These applications are called Customer Relationship Management (CRM) Systems and have become one of the most widely adopted business solution in the private sector.  The main focus of this thesis is to find out why companies chose to adopt or not adopt mCRM systems.


1 Introduction
1.1 Background
1.2 Problem Discussion
1.3 Purpose
1.4 Delimitations
1.5 Interested Parties
1.6 Disposition of Thesis
2 Theoretical framework
2.1 CRM
2.1.1 Objectives of CRM
2.1.2 The IS development process for adopting CRM system
2.1.3 Organizational commitment
2.1.4 Project management
2.1.5 Strategy and process
2.1.6 Technology
2.1.7 Consequences
2.2 eCRM
2.2.1 Definition
2.2.2 eCRM tools and benefits
2.2.3 Difference between eCRM and CRM
2.3 mCRM
2.3.1 Benefits of mCRM
2.3.2 Problems with mCRM
2.3.3 Mobile devices Notebooks Handheld devices
2.3.4 Examples of mCRM Marketing Sales Service
2.4 Technology Diffusion
3 Method
3.1 Research Approach
3.2 Data Collection
3.2.1 Literature Study
3.2.2 Quantitative Study
3.2.3 Qualitative Study Interviews Interview questions
3.3 Transcribing the qualitative data
3.4 Sample
3.4.1 Sample used in this thesis
3.5 Analyzing Data
3.5.1 Analysis approach used in thesis
3.6 Validity
3.6.1 Generalisability
3.7 Reliability
4 mCRM – Results and Analysis of Empirical Study
4.1 Current IT adoption
4.1.1 Level of IT knowledge among the employees
4.1.2 Attitude towards implementation of a new system
4.2 Current use of CRM strategy and CRM systems
4.3 Attitudes and needs towards mobile CRM
5 Conclusions
6 Final Discussion
6.1 Suggestions for Further Studies
6.2 Reflections

Author: Belachew, Yohannes,Hoang, Amanda,Kourieh, Joseph

Source: Jönköping University

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