The effects of mobile CRM activities on trust-based commitment
by Changsoo Sohn, Dong-Il Lee, Hyejun Lee
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 2, 2011

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.

Online publication date: Sat, 27-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com