TY  - JOUR
AB  - Purpose– This paper seeks to investigate the key drivers and barriers of adopting mobile customer relationship management (mCRM) services in small‐ and medium‐sized enterprises (SMEs) and proposes an mCRM strategy framework.Design/methodology/approach– Previous SME technology adoption literature has used different models to explain how SMEs accept or reject technology innovations. There is a lack of research in mobile technologies such as mCRM services. Using a secondary research method, this study critically analyses the impact of mCRM services adoption by UK SMEs.Findings– Rapid development in mCRM applications enables SMEs to gain competitive advantages. This paper argues that mCRM services help SMEs to create different levels of relationship bonds with their customers, which in turn can create value proposition and improve business performance.Research limitations/implications– This study suggests that SME owners/managers need to understand their business needs and processes, and the mobile technology, to focus on their CRM strategies, and allocate resources in order to successfully adopt mCRM services to exploit the full potential. The conceptual model needs to be tested empirically.Originality/value– This study demonstrates that business values and core services can be specific to mCRM strategy. It proposes and discusses the theoretical and practical implications of the mCRM strategy framework and suggests further research directions.
VL  - 13
IS  - 2
SN  - 1328-7265
DO  - 10.1108/13287261111136025
UR  - https://doi.org/10.1108/13287261111136025
AU  - Zheng Vanessa
ED  - Paul Jones
ED  - Paul Beynon‐Davies
PY  - 2011
Y1  - 2011/01/01
TI  - The value proposition of adopting mCRM strategy in UK SMEs
T2  - Journal of Systems and Information Technology
PB  - Emerald Group Publishing Limited
SP  - 223
EP  - 245
Y2  - 2024/04/25
ER  -