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

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

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