Who Talk More? The Impact of Relational Attributes on Mobile Phone Users´ Communication Behavior

Predicting customerspsila behavior precisely is a major task for customer relationship management (CRM). although the current CRM analysis already considered many customer attributes such as demography information, consumption characteristics, the customerspsila interaction, and in particular relational attributes have not been examined deeply, even it is well known that customers are consciously or unconsciously connected to each other. This paper focuses on the impact of relational attributes on mobile phone userspsila communication behavior. Instead of considering the market as a set of independent entities, market in this paperpsilas prospect is a social network in which the customers are linked with each other via mobile communication applications such as voice calling, SMS, MMS, blue-tooth, etc. The presumption in our empirical study is that customerspsila relational attributes can significantly affect their communication behavior (i.e. voice calling). The result of our study is fully supported this presumption, and approves that relational attributes are the powerful predictors of customerspsila voice calling behaviour, and furthermore, higher calling level and lower calling level users show different relationships with those network attributes.