Are customer satisfaction and customer loyalty drivers of customer lifetime value in mobile data services: a comparative cross-country study

摘要

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.