Ubiquitous customer relationship management: Unforeseen issues and benefits

Maura Atapattu, Darshana Sedera

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearch

3 Citations (Scopus)


Convergence of pervasive technologies, techno-centric customers and the emergence of digitized channels, overabundance of user friendly retail applications are having a profound impact on retail experience, leading to the advent of 'everywhere retailing'. With the rapid uptake of digital complimentary assets and smart mobile applications are revolutionizing the relationship of retailers with their customers and suppliers. Retail firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems (D-CRM / U-CRM) to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. However, unlike traditional CRM systems, engagement with U-CRM systems requires that firms be hyper sensitive to volatile customer needs and wants. Following the notions of firm agility, this study attempts to develop a framework to understand such unforeseen benefits and issues of U-CRM. This research-in-progress paper reports an a-priory framework including 62 U-CRM benefits derived through an archival analysis of literature.

Original languageEnglish
Title of host publicationProceedings PACIS 2012
EditorsShan L. Pan, Tru H. Cao
PublisherPacific Asia Conference on Information Systems
Number of pages11
Publication statusPublished - 2012
Externally publishedYes
EventPacific Asia Conference on Information Systems 2012 - Ho Chi Minh City , Vietnam
Duration: 13 Jul 201215 Jul 2012
Conference number: 16th


ConferencePacific Asia Conference on Information Systems 2012
Abbreviated titlePACIS 2012
CityHo Chi Minh City
OtherThe Pacific Asia Conference on Information Systems (PACIS) is the premier region 3 information systems (IS) conference of the Association of Information Systems (AIS). It aims to provide researchers in the Pacific-Asia region with an opportunity for networking and exchanging research findings on the latest developments in IS. The theme of the conference this year is “IS Innovation in Pacific Asia”. It represents an opportunity for us to think about how information and communication technologies can contribute to the advancement of the social, cultural and economic well-being of our region.
Internet address


  • CRM benefits
  • Dynamic CRM
  • Firm agility
  • U-CRM
  • Ubiquitous retailing

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