The Role of Brand Trust in the Relationship between Technological Opportunism and Customer Loyalty in Mobile market

Gaining and sustaining customer loyalty is a key challenge in increasingly competitive markets. Technological Opportunism, as an organizational capability, can help firms to actively scan the markets, identify and understand customer needs and respond to them, and thereby, achieve customer loyalty by building customer trust. Higher customer trust will lead to a higher purchase rate. Technological opportunism is an under-researched area and an issue that has been viewed as a negative approach. The present study, hence, investigates the relationship between technological opportunism and customer loyalty, through building customer trust in a specific brand in the mobile market. The results of the study showed that brand trust cannot moderate the relationship between technological opportunism and customer loyalty. However, certain opportunism dimensions such as sensitivity and response to technological changes can cause behavioral and attitudinal loyalty through increasing customer trust. In addition, sensitivity to technological changes has a direct effect on attitudinal loyalty.