Abstract

The research approach is to appraise the impact of electronic customer relationship management in creating
loyalty and retention of customers in Iran mobile telecommunication sector. 200 customers who use Iranian
mobile telecom operators’ services (Hamrah-e Avval , Irancell, and Taliya) have been asked as respondents in
this research. The objective of this study is to find the relationship between eCRM effective factors and loyalty
and retention factors in order to conduct the Iranian mobile telecom operators to be successful in enhancing
loyalty and retention of their customers in this field. With this Approach, the results of our research shows which
factors are effective and which factors are not in Iranian mobile telecom sector. This study enables the manager
of this sector to implement the eCRM in the best shape and match it with Iranian culture to create more loyalty
and retention.

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