The Effects of Customer Relationship Management on Customer Services and Customer Loyalty: An Empirical Study of Shopping Malls in Turkey

In recent years, marketing to consumers has become increasingly challenging as the number of available products and services across businesses has grown up significantly, while at the same time marketing strategies and consumer touch points have proliferated. It is vital for the existence of any organization to have loyal customers as the complexity and the effectiveness in the market place concerns to what companies need to do and how they do it, meeting with the needs of the customer. The current rapid growth of the mobile phone market has made mobile marketing one of the most important advertising tools and contact points existing to companies today. Mobile marketing can increase customer loyalty by provided that customers it timely and helpful information. The aim of this of research to explore mobile marketing and how it can contribute to consumer loyalty. The study was conducted to identify the main systems of mobile marketing used by firms, to identify how much contact is pushed on customers by companies, regulate the perceptions of mobile marketing and overall control how mobile marketing contributes to customer loyalty and establish how businesses can improve the application of mobile marketing. Secondary research gives a brief indication of customer relationship marketing (CRM) which draws in with mobile marketing where theories and technology complement each other.