Title: The role of satisfaction and trust in mobile CRM activities

Authors: Dong-Il Lee, Changsoo Sohn, Hyejun Lee

Addresses: Department of Business Administration, School of Business, Sejong University, 98 Kunja Dong Kwangjin Gu, Seoul, 143-747, South Korea. ' Department of Business Computer Information Systems, G.R. Herberger College of Business, St. Cloud State University, 720 Fourth Avenue South, St. Cloud, MN 56301, USA. ' Focus Research Co., Ltd., 8/9th Floor, Changjo Bldg., 143-9, Samseong-dong, Gangnam-gu, Seoul, 135-090, South Korea

Abstract: This study analysed customers| intention to continue to use mobile services as a way of mobile CRM activities. The analysed model explains that customers| intention is determined by trust. Trust is explained by satisfaction of mobile CRM activities, which is evaluated by contents differentiation, contact frequency, and contents repetition. Satisfaction is a significant predictor of intention without considering trust. However, when considering satisfaction and trust together, only trust explains customers| intention, but satisfaction does not directly explain customers| intention. This indicates that the effect of satisfaction on customers| intention is fully mediated by of trust. Thus, this study identified that customers| intention of continual usage can be achieved through trust. The result gives guidelines for mobile service providers to make customers have satisfaction and subsequently trust. Also, academically, it clarifies the relationship of trust and satisfaction in the context of mobile CRM activities.

Keywords: intention to continue to use; trust; satisfaction; contents differentiation; contact frequency; contents repetition; mobile CRM; m-commerce; mobile commerce; customer relationship management; mobile services; m-services; consumer intentions.

DOI: 10.1504/IJECRM.2008.019927

International Journal of Electronic Customer Relationship Management, 2008 Vol.2 No.2, pp.101 - 119

Published online: 16 Aug 2008 *

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