The Study of Mobile Customer Relationship Management and Loyalty

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