IMPACT OF MOBILE RELATIONSHIP MARKETING ON CUSTOMER RETENTION

Authors

  • Zoya Ishaque Author
  • Nazish Iqbal Author
  • Suman Shaikh Author
  • Prof. Dr. Shahzad Nasim Author
  • Noor Ahmed Brohi Author

Keywords:

Customer Retention, Intrusiveness and timing of the message.

Abstract

The purpose of this paper to empirically test the dimension of mobile relationship marketing (Permission, 
customization and intrusiveness) on customer retention with moderating impact of receiving message in the 
evening and mediating variable of attitude. The finding states that permission, customization and 
intrusiveness have significant impact on customer retention and this relationship become much strong when 
customer receive message in the evening. Permission has no impact on customer attitude while others have 
significant impact on attitude.  

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Published

19-10-2024

Issue

Vol. 2 No. 4 (2024): | October - December |

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

IMPACT OF MOBILE RELATIONSHIP MARKETING ON CUSTOMER RETENTION. (2024). International Journal of Social Sciences Bulletin, 2(4), 342-357. https://ijssb.org/index.php/IJSSB/article/view/91