The effects of mobile customer relationship management on purchasing preference and customer loyalty

In this research, the level of mobile customer relationship management effect on customer loyalty and purchasing preference has been investigated. In addition, the determination of whether this effect level varies depending on the demographic characteristics of the user in the research sample was also one of the research aims. The research was conducted in a very large sample with 30220 people. The target population of the study is comprised of mobile customers of Gloria Jean's Coffees Turkey which uses mobile customer relationship management. The experimental method was used in the study. The data obtained within the scope of the study were analysed by using SPSS program. Within the scope of the research, during one year, data were collected at t0, t1 t2, t3 time period subsequently for three-month intervals. In the research, experimental group customers were given promotions only in the period of t1, and no intervention was performed in the control group customers. The data in the t0 and t1 periods were compared with the t-test for the related samples and the effects of mobile customer relationship management on the purchase preference were analysed. For the t1, t2 and t3 time periods, data were compared with repeated measures ANOVA test and the effects of mobile customer relationship management on customer loyalty were analysed. According to the results obtained from the research, it is accepted mobile customer relationship management has a positive increase effect on purchasing preference and on customer loyalty.