Mobile customer relationship management: underlying issues and challenges

Volume: 13, Issue: 6, Pages: 771 - 787
Published: Nov 13, 2007
Abstract
Purpose – The purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique characteristics. Second, the authors develop the empirically grounded framework of the underlying issues in the initiation of mCRM.Design/methodology/approach – A single‐case‐study method is used for the empirical component...
Paper Details
Title
Mobile customer relationship management: underlying issues and challenges
Published Date
Nov 13, 2007
Volume
13
Issue
6
Pages
771 - 787
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