خلاصة:
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.
ملخص الجهاز:
Determine the Effects of Mobile Technology, Mobile Learning on Customer Satisfaction and Loyalty (Case Study: Mellat Bank) Dr. A.
Head of ITM Research Group University of Isfahan, Iran 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.
Keyword: mobile learning, satisfaction, customer loyalty, mobile services Introduction E-Learning is the use of telecommunication technology to deliver information for education and training.
The following list shows common business efficiencies from the use of m-technologies: • Flexibility, speed, and more efficient networking, which allows access to large numbers of staff throughout the world • Provision of efficient customer service • A more efficient working environment, with less manual paperwork work can be done faster, more flexibly, and with greater levels of accessibility • More efficient training, saving time to inform staff about new products and processes • Improved storage and backup of data, with much of the risk removed • Saving of time and money • Creating greater responsiveness to change An example of how m-technologies were being used in business was provided by European's Department of Transport, Energy and Infrastructure, which was implementing mobile communications for traffic signal maintenance workers (Zhang, 2003).
Moreover customer loyalty towards the bank was significantly influenced by satisfaction and proposed mobile learning factors.
When the technologies that support mobile learning are being used for access to required knowledge, can improve customer loyalty( Ellis, 2003).
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