Business, Management and Accounting
5 years ago

Unlocking Customer Loyalty: The Key to Success in Mobile Communications

The Journal of Internet Electronic Commerce Resarch
The Effect of Perceived Customer Value of Mobile Communications Users on Customer Satisfaction and Customer Loyalty: Based on the Customer Equity Model
Heung-Jae Won, Sung‐Byung Yang, Hyung-Su Kim

Paper Summary

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The study looked at how customer value affects satisfaction and loyalty in the mobile communications industry. Researchers developed measurement items for customer relationship management and found that customer value influences satisfaction and loyalty. Satisfaction plays a role in mediating the impact of customer value on loyalty. In this industry, relationship value is the most important factor for customer satisfaction.