IMPACT OF MOBILE RELATIONSHIP MARKETING ON CUSTOMER RETENTION

The purpose of this paper to empirically test the dimension of mobile relationship marketing (Permission, customization and intrusiveness) on customer retention with moderating impact of receiving message in the evening and mediating variable of attitude. The finding states that permission, customization and intrusiveness have significant impact on customer retention and this relationship become much strong when customer receive message in the evening. Permission has no impact on customer attitude while others have significant impact on attitude. Keywords: Customer Retention, Intrusiveness and timing of the message.