A TECHNICAL MODEL FOR IMPROVING CUSTOMER LOYALTY WITH M-COMMERCE:MOBILE SERVICE PROVIDERS
Mobile telecommunications companies face the issues, including sever competition, and market saturation. Increasing customer loyalty has been introduced as a key solution, to guarantee the success of the business. Several researchers have explored that customer satisfaction and switching barriers are influential elements of customer loyalty. They introduced several factor, which are essential to satisfy customers, and form switching barriers. This study introduces m-commerce as a new opportunity that causes more loyalty of customers. In order to rationalize the use of m-commerce in the mobile telecommunication industry, a solution is proposed. This solution is based on the process of knowledge discovery in database, which describes phases of data gathering, data preprocessing, data transforming into profiles, and finally knowledge extracting. In addition, it is discussed how the solution can help enterprises to achieve the introduced factors. Therefore, the solution tends to an increase in customer satisfaction, and switching barrier, and hence customer loyalty. Finally, in order to present an applicable implementation of the solution, phase of data transforming is realized by using the XML.
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