m-Commerce Implications on Customer Loyalty in Mobile Telecommunication Companies

As much as competition increases in the market, new solution is searched to survive in the market. Mobile commerce (mcommerce) is the one the last solution, which is introduced to ensure the success of the business by enhancing the customer loyalty. Particularly, mobile telecommunication companies are able directly to utilize mobile network customers’ data to make knowledge about customers’ prospects. It can ensure meeting the customers’ needs and then making loyal customers. Previous researchers have explored that if customers are satisfied or they can change the carrier easily and cheaply, they are loyal. Customer satisfaction and switching barriers depends on several factors, which can be grouped in non-technological and technological groups. This study introduces a m-commerce solution, which implicate non-technological factors directly, and leads to an increase in customer satisfaction and switching barriers. In fact, it makes a new opportunity to make loyal customers. In this solution, data mining concept and steps are employed. Based on the process of knowledge discovery in database, data are warehoused, data cleaned, and transformed into customers’ profiles. Then, decision support systems are offered to make accurate and efficient decision in supporting customers and offering value-added services. Finally, it is discussed how using solution makes possible to achieve the influential factors in customer loyalty.

Keywords:

Customer Loyalty , m-Commerce , Customer Satisfaction , Switching Barriers , Business Model