Mobile customer relationship management: underlying issues and challenges

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 of the study in order to gain a holistic view of the case and access to latent and confidential information of the company under scrutiny. Semi‐structured interviews of the key informants of the company form the main data source through which the issues are identified and the proposed framework is built. Findings – The proposed framework identifies issues that can be divided into three categories (exogenous, endogenous and mCRM‐specific) the company has to take into account when moving towards mCRM. Research limitations/implications – Since, this is a single‐case study the findings cannot be generalized and used in other contexts without reservation. Practical implications – When planning to initiate mCRM, the illustrated framework includes all the vital issues that should be considered and serves as a preliminary guideline from which to approach mobile CRM. Originality/value – This paper shed light on the emerging phenomenon known as mCRM.