Social CRM: The New Rules of the Game in Leading Customers

Abstract

With the popularity of LTE technology, the mobile industry is booming and the market size of the mobile industry is expanding. The major Internet companies have entered the mobile gaming market, resulting in an increasingly competitive market. Under this background, mobile games have then become an emerging market in online game industry in the past few years. The scholars studying mobile games are focused on the technology development level, few studies on consumer behavior. The paper study is behavior intention of mobile games based on Customer Perceived Value. The research results in this paper have practical meaning for mobile game developers and operators. Through the use of Customer Perceived Value, analyze the behavior features of Chinese and Japanese users. Then they can enhance customer satisfaction and customer loyalty by properly managing Customer Perceived Value.