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Contextual perceived value? Investigating the role of contextual marketing for customer relationship management in a mobile commerce context

Contextual perceived value? Investigating the role of contextual marketing for customer... Purpose – The purpose of this paper is to propose and validate the mobile commerce (MC) consumers' repurchase intention (RPI) model including technology acceptance model (TAM), customer satisfaction (CS), and contextual perceived value (CPV) of marketing offer as a new MC‐specific construct. Design/methodology/approach – A survey instrument was used to gather data to test the relationships shown in the research model. χ 2 difference test was conducted in order to examine the contribution of CPV of marketing offer in explaining MC consumers' RPI. The hypothesized relationships were tested using the structural equation modeling. Findings – The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness. Research limitations/implications – CPV activated by contextual marketing is the key factor for customer relationship management in MC context. Originality/value – The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Process Management Journal Emerald Publishing

Contextual perceived value? Investigating the role of contextual marketing for customer relationship management in a mobile commerce context

Business Process Management Journal , Volume 13 (6): 17 – Nov 13, 2007

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References (79)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1463-7154
DOI
10.1108/14637150710834569
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to propose and validate the mobile commerce (MC) consumers' repurchase intention (RPI) model including technology acceptance model (TAM), customer satisfaction (CS), and contextual perceived value (CPV) of marketing offer as a new MC‐specific construct. Design/methodology/approach – A survey instrument was used to gather data to test the relationships shown in the research model. χ 2 difference test was conducted in order to examine the contribution of CPV of marketing offer in explaining MC consumers' RPI. The hypothesized relationships were tested using the structural equation modeling. Findings – The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness. Research limitations/implications – CPV activated by contextual marketing is the key factor for customer relationship management in MC context. Originality/value – The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI.

Journal

Business Process Management JournalEmerald Publishing

Published: Nov 13, 2007

Keywords: Customer satisfaction; Mobile communication systems; Relationship marketing

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