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There is a lack of research in mobile technologies such as mCRM services. Using a secondary research method, this study critically analyses the impact of mCRM services adoption by UK SMEs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Rapid development in mCRM applications enables SMEs to gain competitive advantages. This paper argues that mCRM services help SMEs to create different levels of relationship bonds with their customers, which in turn can create value proposition and improve business performance.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>This study suggests that SME owners\/managers need to understand their business needs and processes, and the mobile technology, to focus on their CRM strategies, and allocate resources in order to successfully adopt mCRM services to exploit the full potential. The conceptual model needs to be tested empirically.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study demonstrates that business values and core services can be specific to mCRM strategy. It proposes and discusses the theoretical and practical implications of the mCRM strategy framework and suggests further research directions.<\/jats:p><\/jats:sec>","DOI":"10.1108\/13287261111136025","type":"journal-article","created":{"date-parts":[[2011,5,21]],"date-time":"2011-05-21T07:49:49Z","timestamp":1305964189000},"page":"223-245","source":"Crossref","is-referenced-by-count":12,"title":["The value proposition of adopting mCRM strategy in UK SMEs"],"prefix":"10.1108","volume":"13","author":[{"given":"Vanessa","family":"Zheng","sequence":"first","affiliation":[]}],"member":"140","reference":[{"key":"key2022031420282151700_b1","doi-asserted-by":"crossref","unstructured":"Ajzen, I. 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