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

Author

Listed:
  • Arpita Khare

    (Indian Institute of Management, Rohtak, India)

  • Sapna Rakesh

    (Institute of Technology and Science, Ghaziabad, India)

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.

Suggested Citation

  • Arpita Khare & Sapna Rakesh, 2012. "Customer Relationship Management through Mobile Technologies: Exploratory Study on Indian Youth," International Journal of Information Systems and Social Change (IJISSC), IGI Global, vol. 3(4), pages 65-83, October.
    • Handle: RePEc:igg:jissc0:v:3:y:2012:i:4:p:65-83
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