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

摘要

How cancustomers gel trust'from Internet-based companies? Among many activities to get trust, this study focuses on mobile CRM-related activities. Mobile CRM-related activities are efforts of companies to manage customer relationships using mobile technologies such as SMS (Short Message Service). This study analyzes if mobile CRM-related activities are effective to obtain customers 'trust, considering moderate effect of commitment. 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. 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 using 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).