The Study of Mobile Customer Relationship Management and Loyalty

Author

Chen, Ja-Shen ; Ching, Russell

Author_Institution

Coll. of Manage., Yuan-Ze Univ.

Volume

1

fYear

2006

Firstpage

67

Lastpage

72

Abstract

In this study, a research model along with 8 hypotheses is proposed to test the effects of CRM practices and mobile technology acceptance on customer loyalty. The mediating effects of brand image and customer satisfaction are examined and the results show that CRM practices have positive impacts to brand image and customer satisfaction. Brand image and customer satisfaction also mediate the impact of CRM practices to customer loyalty. However, the direct effects of mobile technology to brand image and customer satisfaction are only partially supported. A new defined variable, mobile coverage has the direct impact to brand image and customer satisfaction

Keywords

customer satisfaction; electronic commerce; mobile computing; CRM practices; brand image; customer loyalty; customer satisfaction; mobile customer relationship management; mobile technology acceptance; Business; Companies; Customer relationship management; Customer satisfaction; Customer service; Educational institutions; Technological innovation; Technology management; Testing; Web and internet services; brand image; customer relationship management; customer satisfaction; loyalty; mobile service;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Systems and Service Management, 2006 International Conference on

Conference_Location

Troyes

Print_ISBN

1-4244-0450-9

Electronic_ISBN

1-4244-0451-7

Type

conf

DOI

10.1109/ICSSSM.2006.320590

Filename

4114410