THE IMPACT OF MOBILE MARKETING IN BUILDING CUSTOMER LOYALTY: THE IMPACT OF MOBILE MARKETING IN BUILDING CUSTOMER LOYALTY

The rapid growth of Internet revolution, especially in the era of mobile phones’ market has change the direction of marketing, its practice and implementation. Mobile marketing has become the significant communication’s tool and one of the most important advertising tools. In todays’ fast paced environment, loyal customers are essential for existence of any type of organization. Due to the high level of market saturation, increased competition and globalization, organizations cannot afford to lose their customers, therefore the importance of customer loyalty is growing and is directly connected with profitability of the organizations. The purpose of this paper is to investigate if mobile marketing can be used for building customer loyalty. The findings present that customers prefer to receive feedback and interact with companies on their mobile phones, and they believe that mobile marketing tools are positively contributing towards improving their relationship.