دانلود رایگان ترجمه مقاله رابطه بین بازاریابی موبایلی و مدیریت ارتباط با مشتری (نشریه IEEE 2014)

رابطه بین بازاریابی موبایلی و مدیریت ارتباط با مشتری (CRM)

The Relationship between Mobile Marketing and Customer Relationship Management (CRM)

Abstract

Mobile marketing refers to different kinds of marketing that contain operation of mobile phone technology to achieve the target spectators. Commonly, people associate mobile marketing with SMS and MMS marketing, pay per call mobile marketing, mobile banner ads, quick response code, location based marketing, Mobile applications and mobile website design. Among the variety of mobile services, considerable attention has been dedicated to mobile marketing specifically to mobile customer relationship management services. The mobile medium is well matched to improve classical CRM as it has a great influence and interactivity and may permit the firm to improve close relationships with clients. The main objective of this research is to investigate the relationship between mobile marketing and CRM. This paper concentrates on different types of mobile marketing and CRM to investigate which type of mobile marketing has a significant relationship on which type of CRM. This research has a quantitative approach and data which is used in this research is primary data. Data were collected by distributing questionnaire among one hundred students, especially those who are in the middle of 17-18 from international high school which is located in the Klang Valley area. The result of this research shows that teenagers are more influenced by mobile banner ads and mobile applications followed by other types of mobile marketing. Mobile applications have a wealthier mobile capability than mobile web. Deep associating of mobile apps is a great occasion for each industry to improve the loyalty of their customers. The results of this research proposed some important inferences which will support marketers to produce better mobile marketing and enhance the mobile customer relationship management services. Also, this research found that there would be a brighter future for mobile advertising rather than any other types of advertising.

1 Introduction

Today, communication is becoming the nerve of the life [2]. In particular, the mobile phone service industry is achieving reputation and significance all around the world and telecommunication marketers are emerging latest approaches to take benefit of the prospective clients. CRM is one of the most effective customer concerned with business plans to reinforce the relationship between clients and companies [12]. Customer relationship management (CRM) is exchanging the classic ‘four Ps’ of marketing – product, price, place and promotion [2]. Mobile CRM can be defined as a communication, which is related to sales, marketing, and customer service activities directed through the mobile medium for the purpose of creating and preserving customer relationships between a company and its patrons [28]. The mobile medium is well-matched to improve traditional CRM because it’s very private character, wide spread and interactivity may permit the firm to progress familiar relationships with customers but have not been well discovered [4]. The goal of marketing has moved to customer satisfaction, customer loyalty, and customer retention [12]. Mobile devices propose the prospect for terminating the customer development, concerning the customer in business progressions and added value in attending customers [10, 27].

Mobile marketing has reformed advertising extremely. Companies discover it beneficial to market openly to consumers on their cell phones [11]. However, the negative effect of mobile cannot be ignored by marketers. The main problems of mobile marketing include diverse platforms, privacy issues, and navigation on a mobile phone. With the variety of media available to consumers, isolating the effectiveness of their mobile marketing campaign can be a challenge [36, 11]. Mobile CRM system implementation and preservation are so difficult and need so much work to do and very challenging to implement [24]. CRM negatively influences superiority of life of workers and executives and forms improved costs of products and services and customer prevention and for most of companies CRM is not the best excellent as it may create a customer service problem [1]. The main objective of this research is to investigate the relationship between mobile marketing and CRM. This paper concentrates on different types of mobile marketing and CRM to investigate which type of mobile marketing has a significant relationship with CRM. This research will investigate the role of mobile technologies in real-life business scenarios from the perspective of collaborative CRM as well as to assess the contribution of CRM systems to the realization of similar scenarios.

As the mobile marketing has some noticeable advantages, this research can be very helpful to marketers to employ the most appropriate type of mobile marketing. Some advantages of mobile marketing can be explained as instant results, easy to work, convenient to use, direct marketing, tracking user response, and mobile payment [36]. Mobile CRM enables real time data entrance to employees or customers and can improve information distinction [24]. Mobile CRM creates service to consumers, informal, effectual and wild and can develop the efficiency and performance of the mobile employees of an association [24, 27]. Nowadays, the most advanced and prosperous companies are consuming their CRM to improve and achieve long-lasting positive relationships [33]. This is only talented by proposing a confident customer involvement through marketing, prospecting, the complete sales progression, the sales follow up, and service [33, 10]. In addition, this research divides the mobile marketing into six main types such as SMS and MMs, Mobile banner ads, quick response code, location based marketing, and mobile applications.