NAME – I. LokeshROLL NO – G17GROUP NO – 2

PRESENTATION ON – RESEARCH PAPER

Customers Attitude Toward Mobile

Messaging Technology In Promoting CRMAshok Khurana and Vikas

chaudhary

content• Introduction • Objectives • Hypothesis• Research methodology• Result and discussion• conclusion

OBJECTIVEES• To analyze the attitude of respondent toward

promotional mobile messages.• To analyze the respondent opinion on mobile

messaging as a tool for promoting CRM.• To analyze and identify the preferable sector

in which the respondents would like to avail interactive mobile messaging.

• To study usage pattern of mobile messaging.

hypothesisHypothesis 1H0: there is no association between mobile

messaging and customer relationship management.

H1: There is association between mobile messaging and customer relationship management.

Hypothesis 2

H0 : the respondent opinion regarding preferred services for receiving mobile messages are uniformly distributed.

H1: the respondent opinion regarding preferred services for receiving mobile messages are not uniformly distributed.

Research methodologySample size - 100 respondents.Sample profile- 1- Gender2- residential status3- Age4- education level5- occupation6- incomeCollection of data- questionnaire method

DISSCUSION AND RESULTPromotional message/SMS received by respondent

Message received percentageYes 96

No 4

total 100

Respondent attitude toward unsolicited messages

attitude percentageIgnore 79

Complain to customer care to block SMS 21

total 100

Respondents opinion on sending messages with prior permission

Response percentageYes 94

No 6

total 100

Respondent opinion regarding preference of selected services/sectors for receiving mobile

messaging services

services percentage Chi-square P-value

banking 96 81.00 0.000*

insurance 92 73.96 0.000*

telecom 61 6.76 0.009*

Travel and lodging 52 0.16 0.689

healthcare 32 0.64 0.424

Media and entertainment

26 5.76 0.076

financial 72 27.04 0.000*

Retail store 70 26.98 0.000*

Result of chi-square test on association between statements on mobile messaging and CRM

statements Chi-square value P-value

Customers are valuable 21.980 0.000*

Enhances customer experience 71.120 0.000*

Helps brand promotion 44.240 0.000*

Retain existing customers 52.400 0.000*

Develops customer intimacy 157.300 0.000*

Foster product adoption 53.840 0.000*

Promotes customer satisfaction 54.560 0.000*

Promotes customers loyalty 52.400 0.000*

Attracts new customers 86.300 0.000*

conclusion

It shows that mobile messaging technology enhance customer experience, helps brand promotion, attract new customers, promote customer satisfaction, as well as customer loyalty and builds better CRM.