Variables Affecting Mobile Customer Relationship Management: A Study in Travel Agencies in Isfahan

The aim of this paper is to identify variables affecting mCRM and its outcome variables. To do so the main variables were identified and a questionnaire was designed and distributed among a sample of traveling agencies located in Isfahan. Results show that from manager's point of view, advertising and communication activities in mCRM are prior to other factors. Also, the impact of top manager's support on customer satisfaction and process improvement was higher compared to other factors. Furthermore, the correlation of the impact of mobile phone structure on customer satisfaction and process improvement was significant. In addition, results showed no significant difference between the goals of public and private agencies in utilizing mCRM.