Customer Relationship Management through Mobile Technologies: Exploratory Study on Indian Youth

Arpita Khare and Sapna Rakesh
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Arpita Khare: Indian Institute of Management, Rohtak, India
Sapna Rakesh: Institute of Technology and Science, Ghaziabad, India

International Journal of Information Systems and Social Change (IJISSC), 2012, vol. 3, issue 4, 65-83

Abstract: Companies are increasingly using technology to target their customers and build relationship with them. Customer relationship management is perceived as a strategy which harnesses technology for providing more value to customers through customized products and services. However, technology now extends beyond the peripheries of Internet to mobile-based systems. The research was directed towards understanding the viability and scope of mobile marketing strategies in India. The acceptance of mobile marketing as a medium for dissemination of promotional information and product launches by companies was studied.

Date: 2012
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