Regional Information Center for Science & Technology
Abstract
Mobile technology and mobile learning are considered as important and impressive factors in earning the organizational competencies and achieving competitive advantages and customer loyalty. The purpose of this study is to evaluate the role of mobile technology in customer loyalty. The Mellat bank mobile services are entering a new transition period. In response, the banking industrial is shifting its strategic focus away from attracting new customers, towards retaining existing customers through the promotion of customer loyalty. This paper investigates how mobile learning and the customer satisfaction influence customer loyalty. The adjustment effect of the mobile learning on customer satisfaction and customer loyalty is also analyzed. This study will also examine how mobile technology and mobile learning, affect both on improvement customer loyalty. The population of the study is Mellat bank. Results indicate that mobile learning support the customer satisfaction, and have a direct and positive effect on that. It also effects on improvement of mobile learning which allows us to reach the superior customer loyalty. Such mobile technology is due to the mobile learning. Actually, this article proposes an integrated model covering a variety of factors which influence mobile learners satisfaction, and show us how to track and evaluate customer’ satisfaction and further strengthen the m-Learning system implementation
