By D. Catalan-Matamoros
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After choosing the content of the messages, marketers should decide what forms of text messaging should be delivered. Consumers indicated interest in receiving coupons from the restaurant, entertainment, and retail industries. Customers were interested in receiving Investigating Customers’ Perceptions Towards Text Messaging Services as a CRM Medium 43 contests information, alerts, and product information from the entertainment industry. Interest was indicated in alerts but only modest interest in product information from the restaurant, retail, banking, and grocery.
E. (2010). Extending CRM with mobile messaging: a case study. International Journal of Business Innovation and Research. Vol. 4, No. ½, pp. 15–29. , & Sivani, S. (2010). An investigation and conceptual model of SMS marketing. IIMB Management Review. 22, No. 4, pp. 173-185. Dickinger, A. & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing. Vol. 24, No. 2, pp. 111-120. , & Brenner, W. (2003). Knowledge-enabled customer relationship management: Integrating customer relationship management and knowledge management concepts.
2011; Sultan, 2005). Therefore, it is proposed that: H1: Consumers consider text messaging without their consent unacceptable. 2 Push vs. , based on information they found via mobile applications or on banner ads). A study by Dickinger & Haghirian (2004) found that 50percent of text messages were in a push mode, 45percent in pull and 5percent in both. , 2003). Therefore, to build and maintain relationship with customers, it is proposed that: H2: Consumers prefer pull strategies over push strategies.