Authors: Changsoo Sohn, Dong-Il Lee, Hyejun Lee
Addresses: Department of Information Systems, G.R. Herberger College of Business, St. Cloud State University, 720 Fourth Avenue South, St. Cloud, MN 56301, USA. ' Department of Business Administration, School of Business, Sejong University, 98 Kunja Dong Kwangjin Gu, Seoul, 143-747, South Korea. ' Institute of Distribution and Franchise, Sejong University, 98 Kunja Dong Kwangjin Gu, Seoul, 143-747, South Korea
Abstract: This study analysed the effects of mobile CRM activities on trust-based commitment by evaluating mobile CRM activities from customer|s standpoint using three variables; contents differentiation, contact frequency, and contents repetition. The perceived evaluation of mobile CRM activities explains trust, which plays a role of creating stronger customer commitment. Commitment consists of three constructs; affective commitment, continuance commitment, and normative commitment. Questionnaire surveys were conducted to verify the research model. The data were used to test hypotheses by using structural equation modelling (SEM). The results showed that CRM activities (content differentiation and contact frequency) contribute to build trust-based commitment (affective commitment, continuance commitment, and normative commitment). The results from this research may serve as a guideline for companies aiming to more effectively build trust-based commitment through mobile CRM activities.
Keywords: mobile CRM; affective commitment; continuance commitment; normative commitment; trust based commitment; customer relationship management; structural equation modelling; content differentiation; contact frequency; cell phones; mobile phones.
International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.2, pp.130 - 152
Published online: 14 Jul 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article