Ubiquitous customer relationship management : unforeseen issues and benefits

Atapattu, Maura & Sedera, Darshana (2012) Ubiquitous customer relationship management : unforeseen issues and benefits. In Pan, Shan L & Cao, Tru H (Eds.) Proceedings of the Pacific Asia Conference on Information Systems (PACIS) 2012, AIS Electronic Library (AISeL), Hochiminh City, Vietnam.

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Convergence of pervasive technologies, techno-centric customers and the emergence of digitized channels, overabundance of user friendly retail applications are having a profound impact on retail experience, leading to the advent of ‘everywhere retailing’. With the rapid uptake of digital complimentary assets and smart mobile applications are revolutionizing the relationship of retailers with their customers and suppliers. Retail firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems (D-CRM / U-CRM) to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. However, unlike traditional CRM systems, engagement with U-CRM systems requires that firms be hyper sensitive to volatile customer needs and wants. Following the notions of firm agility, this study attempts to develop a framework to understand such unforeseen benefits and issues of U-CRM. This research-in-progress paper reports an a-priory framework including 62 U-CRM benefits derived through an archival analysis of literature.

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ID Code: 58455
Item Type: Conference Paper
Refereed: Yes
Additional Information: Table of contents available here : http://www.pacis2012.org/index.php?act=paperlist
Keywords: Ubiquitous Retailing, Dynamic CRM, Firm Agility, CRM Benefits, U-CRM
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2012 Please consult the authors.
Deposited On: 20 Mar 2013 05:48
Last Modified: 25 Mar 2013 03:38

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