Exploring the Implications of M-Commerce for Markets and Marketing

Balasubramanian, Sridhar; Peterson, Robert A.; Järvenpää, Sirkka L.

doi:10.1177/009207002236910

Cited by 504 publications

(322 citation statements)

References 21 publications

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“…These aspects are derived from service quality models (Grönroos 1982) where perceived service quality traditionally has been modelled as technical (what the consumer receives) and functional quality (in which way the consumer receives the technical quality). Following the line of Balasubramanian et al (2002) it would also seem reasonable to expect that time-and location-specific elements that create the context when and where the service delivery occurs may impact perceived service quality. The probability of obtaining attention from the consumer should increase with higher content relevance and channel acceptance.…”

Section: Consumer Responsivenessmentioning

confidence: 99%

Consumer responsiveness to mobile marketing

Heinonen

Strandvik

2007

IJMC

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From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers' attention. Given the potential of digital media it is interesting to understand how consumers are going to relate to mobile marketing efforts. The purpose of the paper was to explore consumers' responsiveness to mobile marketing communication. With mobile marketing we refer to the use of SMS and MMS as marketing media in push campaigns. It is argued in the paper that consumer responsiveness is a function of personally perceived relevance of the marketing message as well as on the disturbance/acceptance of the context of receiving the message. A relevance/disturbance framework can thus measure the effectiveness of mobile marketing communication. An empirical study was conducted in Finland, where responsiveness to mobile marketing was benchmarked against e-mail communication.Findings from this study indicated that responsiveness to mobile marketing communication varies among consumers. Compared to traditional direct mail and commercial email communication, the responsiveness to mobile marketing was considerably lower. However, even if the majority of consumers showed low responsiveness to mobile marketing there were also consumers who welcome such messages.

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Section: Consumer Responsivenessmentioning

confidence: 99%

Consumer responsiveness to mobile marketing

Heinonen

Strandvik

2007

IJMC

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“…Accordingly, it is argued in this study that the deficiency of the above two definitions is that they do not highlight the role of communication in the utilization of the mobile medium although communication is commonly considered as a key element of interaction through the mobile medium (e.g. Balasubramanian et al 2002, Liljander et al 2007, Leppäniemi 2008. Liljander et al (2007: 25) defined mobile CRM as "customer relationship management of any kind including interactive communication between on an organization and a customer using a mobile device".…”

Section: Studies Argumentmentioning

confidence: 97%

“…This is, in large part, due to the fact that communication is commonly considered as a key element of interaction through the mobile medium. For instance, according to Balasubramanian et al (2002) a key characteristic of mobile commerce is communication. In addition, Leppäniemi (2008) emphasizes the role of communication in mobile marketing.…”

Section: Justificationmentioning

confidence: 99%

“…Balasubramanian et al 2002, Kavassallis et al 2003, Dickinger et al 2005, Nysveen et al 2005, Leppäniemi 2008, Shankar & Balasubramian 2009, Jayawardhena et al 2009, Mallat et al 2009, Shankar et al 2010. To conceptualize mCRM it is of critical importance to scrutinize mobile commerce literature as well since CRM literature does not focus on either individual channels or communication within these channels.…”

Section: Mobile Commercementioning

confidence: 99%

“…For instance, the mobile medium allows access to an individual virtually anytime and anywhere (e.g. Balasubramanian et al 2002, Tsang et al 2004, Shankar et al 2010, whereas all other channels are restricted in this respect. Therefore, some channels are more suited to, or more often used for, certain communications (Verhoef & Donkers 2005).…”

Section: Introductionmentioning

confidence: 99%

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Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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Mobile Computing and Hand‐Held Devices at Work

Zafar¹

2017

The Wiley Blackwell Handbook of the Psychology of the Internet at Work

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Exploring the Implications of M-Commerce for Markets and Marketing

Cited by 504 publications

References 21 publications

Consumer responsiveness to mobile marketing

Consumer responsiveness to mobile marketing

Mobile Customer Relationship Management: a communication perspective

Mobile Computing and Hand‐Held Devices at Work

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