The Effects of Mobile Customer Relationship Management on Customer Loyalty: Brand Image Does Matter

Ja-Shen Chen & Russell K.H. Ching

Proceedings of the 40th Hawaii International Conference on System Sciences - 2007

Abstract
With the expansive growth of mobile commerce
come opportunities for business and mobile service
providers. To distinguish its service from another’s
and build a loyal customer base, a mobile service
provider must look beyond technology and appeal to
their customers’ individuality through CRM. A study
to examine the relationships of CRM practices and
mobile services with customer loyalty, and the
moderating effects of brand image was conducted. The
results suggest that all contribute to loyalty. However,
brand image moderates the relationships of customer
service and customization, and mobile usage with
customer loyalty.

1. Introduction
Advances in technology have changed the way in
which the world conducts business and are increasingly
providing consumers with greater conveniences. The
Internet and telecommunication technologies are
frequently regarded as two major drivers for creating
new value and introducing new services to customers.
Yet, in spite of businesses’ early adoption,
telecommunication technology has not until recently
been pushed for commercial consumer applications.
Consequently, growth in mobile services users . .  . (baca selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

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