Customer Relationship Management (CRM) has attracted the attention of scholars and practitioners. Mobile messaging has emerged as one of the fastest growing business technology initiatives since the web. Mobile messaging technology can be used as an integrated marketing endeavor to strengthen the brand and cultivate customer acquisition and loyalty. The present study evaluates the role of mobile messaging technology in promoting CRM. The study with the help of primary data examines the attitude of customers towards the diverse types of promotional and message alerts received by them, the preferable services/sector relating to which they would like to receive mobile messages. The study reveals that mobile messaging helps in better CRM and promotes customer loyalty.

Customer Relationship Management (CRM) is a business approach that integrates people, processes and technology to maximize the relations of an organization with all types of customers. The true value of CRM is to renovate strategy, operational processes and business functions in order to retain customers and boost customer loyalty and profitability. Mobile messaging is one of the best ever growing business technology initiatives since the web. The CRM business strategy aims to comprehend, foresee and manage the needs of an organization's current and potential customers. It is a voyage of strategic, process, organizational and technical change whereby a company seeks to manage its own enterprise around customer behavior. CRM has evolved into a customer-centric philosophy that must permeate into an entire organization. There are three key elements to a successful CRM initiative: people, process and technology. Mobile messaging technology has emerged as a new device to the promotion mix for the companies. Mobile messaging has become a killer appliance and significant revenue source for wireless network operators. Marketers are realizing that mobiles are truly a one-to-one communication tool with steadfast access to the consumer.

Mobile messaging is an integral part of value added services offered by the mobile industry. Mobile messaging does not simply mean sending text messages, its scope extends to Instant Messaging (IM), Multimedia Messaging Service (MMS), Mobile Messaging (MM), Short Messaging Service (SMS), Unified Messaging (UM), Enhanced Messaging Service (EMS), E-mail, etc. Short Messaging Service (SMS) is a very popular wireless communication protocol. As a CRM medium, mobile provides an extraordinary force of intimacy that no other medium is competent to do. Brand owners are quickly realizing the dominance of this screen as a valuable CRM medium. It can be used as an integrated marketing effort to strengthen the brand and promote customer acquisition and loyalty.

Management Research Journal, Mobile Messaging Technology, Customer Relationship Management, Customer Loyalty, Multimedia Messaging Service, Short Messaging Service, Enhanced Messaging Service, Wireless Communication Protocol, Corporate Sectors, Mobile Industry, Communication Tools.