Purpose: A conceptual model is developed to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission-based mobile marketing. We empirically test our model across three European...

Despite making significant investments in enhancing the customer service experience, long-term customer loyalty remains an elusive dream for many service providers. Particularly in the telecommunications industry, switching providers even from within continuous contract relationships is easy and...