MOBILE CUSTOMER RELATIONSHIP MANAGEMENT (M-CRM) IN TOURISM

Today, because of strong competition in almost all marketplaces, making customers convinced with only product, or price, or such factors is very difficult for companies. So, companies focus on the ways to turn the competition over for themselves. One of the tools for achieving to this goal is, to provide better support for customer not only after sale but also in all other phases of customer relationship, namely acquisition or loyalty phases. In this paper we intend to manage customer relationship in tourism industry by using obiletechnology. This is because tourism is one of the favorable industries in this field and with this approach, customer satisfaction is highly achieved. After defining basic concepts, specifications of mobile devices, as ways for making relationship with customers, will be demonstrated. Then, mobile customer relationship management and also tourism services are proposed. Subsequently, in the next section, we will blend these two together. At the end, as a case study, a Persian mobile application named Jabin (available at Tehran municipality web site) is introduced and evaluated.

کلیدواژه ها:

Mobile CRM ، Customer relationship value chain ، Customizing Mobile services ، Customer satisfaction in mobile trading ، Tourism communication