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Building Customers’ Trust Through Mobile CRM-Related Activities: Mediating Effects of Customers’ Commitment

Building Customers’ Trust Through Mobile CRM-Related Activities: Mediating Effects of Customers’ Commitment
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Author(s): Hyejun Lee (The Catholic University of Korea, South Korea), Changsoo Sohn (St. Cloud State University, USA) and Dong-Il Lee (Sejong University, South Korea)
Copyright: 2007
Pages: 5
Source title: Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch187
ISBN13: 9781599049298
EISBN13: 9781466665378

Abstract

How can customers get trust from Internet-based companies? Although there may be lots of strategies, this study focuses on mobile CRM-related activities to provide trust to customers. Mobile CRM-related activities are the effort of company to manage the customer relationships with mobile technologies such as SMS (Short Message Service). This study explains the relationship among mobile CRM-related activities, commitment, and customers’ trust. Many CRM studies have focused on company’s point of view. But, this study evaluates CRM-related activities from customers’ side. The perceived evaluation of mobile CRM-related activities influences customers’ commitment, which plays a mediating role. The commitment explains customers’ trust. Mobile CRM-related activities have three dimensions: content differentiation, contact frequency, and contents repetition. Also, commitment consists of three constructs such as affective commitment, continuance commitment, and normative commitment. In order to verify a research model, questionnaire surveys were conducted to collect data. The collected data were used to test hypotheses by structural equation modeling (SEM). The result shows that the customers’ evaluation of mobile CRM-related activities contributes to build customers’ trust through commitment (affective commitment, continuance commitment, and normative commitment).

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