Purpose - In new business trends, gaining customers' satisfaction has a
high order in the agenda of the organizations' objectives. The purpose
of this paper is to investigate the customers' value in relation to
customer relationship management (CRM). Design/methodology/approach -
This research was a cross-sectional survey. The population was comprised
of the entire mobile subscribers of Khorasan-e-Razavi Telecom Company
in the first half of 2009. Findings - Customer satisfaction is one of
the most influential variables affecting brand loyalty. An enhancement
in the perceived concrete and abstract drawbacks of the purchased
product under study (mobile) has not discouraged loyalty or
satisfaction. Originality/value - This article uses Wang's analysis
model for the mobile industry in an Islamic Country.