| Article ID: | iaor20126911 |
| Volume: | 13 |
| Issue: | 4 |
| Start Page Number: | 281 |
| End Page Number: | 296 |
| Publication Date: | Dec 2012 |
| Journal: | Information Technology and Management |
| Authors: | Zhou Yong-Pin, Qi Jia-Yin, Chen Wen-Jing, Qu Qi-Xing |
| Keywords: | customer care, mobile telephones, loyalty programs, digital services |
Many research papers have been published on the effect of customer satisfaction and customer loyalty on customer profitability which is related to customer lifetime value (CLV). However, there is limited research on the impact of cross‐cultural factors on the effect of customer satisfaction and customer loyalty on CLV. This study aims to fill this gap. Focusing on the usage of mobile data services, 846 samples from China and 689 from the US are obtained. Data analysis suggests that customer loyalty is a driver of CLV, while customer satisfaction is not. This research has important implications for firms about how to enhance CLV in mobile data services.