Mobile customer relationship management: Factors affecting consumer mobile technology adoption within the hotel industry

Mobile and smartphone technologies have been on the rise for a decade now, and their rapid adoption has compelled researchers to study the impact of this technological trend. While many of the studies focus on the general effects of mobile technology within the world of commerce, this paper aims to identify the factors that influence mobile customer relationship management by hotel brands. A multi-disciplinary review of research and literature identified several barriers and drivers of mobile technology adoption. The key drivers, immediacy, ubiquity and message personalization, were found to have a positive impact on mobile connections as they build trust and enhance satisfaction, thereby facilitating customer relationship management.