CONSUMERS EXPECTATIONS FROM MOBILE CRM SERVICES

In recent years the market orientation has changed to customer centric view.Advanced
mobile technologies help banks in offering new services like viewing account details,
fund transfer, balance enquiry, loan details, bill payments, enquiry about credit card
and demat account and add value to existing ones by disseminating the information at
user defined time and place.This way the customer has got an array of services
available to him just a press away but we find that the cognitive and economic
barriers are posing challenge to the uptake of innovations in financial intermediation
technology (Carlsson et al., 2006).
Though a number of aspects have been studied for mobile commerce (Harris et al.,
2005; Lin and Wang, 2006; Wong and Hsu, 2008), very little is reported regarding the
acceptance of mobile banking from customer relationship management (CRM)
perspective (Kabiraj et al., 2004).Most of the studies focused either on possibilities
for mobile (CRM) in market (Valsecchi et al., 2007) and collaborative business model
(Steimer and Steimer, 2008) or about the challenges faced by the companies at the
initiation phase (Sinisalo et al., 2007).This study attempts to add to the body of
literature by exploring factors impacting the mobile CRM services.In this regard the
current study tends to emphasize the less-explored area of consumer’s perspective and
identify the factors on the backdrop of a developing country.
The main purpose of is to develop an understanding of :
(1)what constitutes the primary concern when customer uses mobile banking services.
(2) What factors can be identified as the guiding force for making better mobile CRM
services in banking.
The paper is structured as follows.
 Further in Section 3 the research methodology is discussed.
 Section 4 presents the data analysis and results.
 Finally Section 5 is based on discussion and managerial implication a closing
note on study in section 6