Impact Of Mobile Crm Applications On Customer Engagement And Satisfaction

Abstract

The contemporary business environment has witnessed an unprecedented transformation through the integration of mobile Customer Relationship Management (CRM) applications, fundamentally reshaping how organizations interact with their customers. This research paper investigates the multidimensional impact of mobile CRM applications on customer engagement and satisfaction across various industry sectors. The primary objectives encompass examining the relationship between mobile CRM functionality and customer behavioral outcomes, analyzing the mediating role of customer engagement in satisfaction formation, and identifying the technological factors influencing mobile CRM adoption. The study employs a descriptive research design utilizing survey methodology with structured questionnaires administered to 385 mobile CRM users across metropolitan cities in India. The Technology Acceptance Model (TAM) and DeLone and McLean's Information Systems Success Model provide the theoretical foundation. The hypothesis posits that mobile CRM applications positively influence customer engagement, which subsequently enhances customer satisfaction levels. Results demonstrate that mobile CRM applications significantly improve customer engagement by 47% and satisfaction by 27%. Organizations utilizing mobile CRM report enhanced customer retention and improved service delivery. The conclusion establishes that mobile CRM applications serve as critical enablers of customer-centric business strategies, with implications for organizational competitiveness and sustainable customer relationships.