Managing customer relationship with mobile applications mCRM A study with reference to entertainment industry in Delhi NCR

Abstract

This research examines the level of penetration of mobile apps in the entertainment industry newlineparticularly in Delhi/NCR area. Current published literature regarding mCRM is very scarce and newlinelacks any particular geographical focus. Clearly there is a gap that exists and this research study newlineaims to bridge the above mentioned gap. The empirical part of this research consists of a qualitative newlinesurvey based research methodology. A survey with a comprehensive questionnaire was circulated newlineto 200 customers and 30 marketers working with 5 of the most inand#64258;uential entertainment and#64257;rms in newlineDelhi/NCR area. Besides survey responses from customers and marketers, interviews and newlineobservations also contribute to the sources of data. The main contributions of the research intend newlineto answer 5 primary questions (referred to as 5 pillars of the research) that form the basis for the newlineconclusions derived and recommendations proposed. The 5 pillars of the study are as follows newline1) Do customers in Delhi/NCR have awareness of Mobile CRM? 2) Does Age, gender, occupation newlineof a customer has an impact towards mobile application usage? 3) Do customers have any newlinewillingness to engage in mobile CRM activities? 4) Does mCRM have a positive impact on the newlinecustomer experience? 5) Is it beneand#64257;cial for organizations to develop and implement mCRM? newlineVarious statistical analysis tools utilized for analysing the collected data include percentile, t-test newlineand chi-square tests. Majority of the conclusions drawn towards the end comprise of expected newlineresults, however, a few unexpected and counterintuitive conclusions are also brought to light. newlineFurthermore, this research proposes a pragmatic model/framework for marketers in an effort to newlinehelp them develop a holistic mobile app with an ultimate goal of enhancing the market penetration newlineVia mCRM. newline newline newlineKeywords: CRM, customer relationship management, mCRM, mobile commerce, mobile customer newlinerelationship management, mobile medium newline