The value proposition of adopting mCRM strategy in UK SMEs

Abstract

PurposeThis 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/approachPrevious 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.FindingsRapid 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/implicationsThis 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/valueThis 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.