Title :
The Study of Mobile Customer Relationship Management and Loyalty
Author :
Chen, Ja-Shen ; Ching, Russell
Author_Institution :
Coll. of Manage., Yuan-Ze Univ.
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;
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
DOI :
10.1109/ICSSSM.2006.320590
