Abstract: Predicting customers’ behavior is a major analytical task in customer relationship management (CRM). While the CRM analysts takes a large number of customer attributes such as demography information, consumption characteristics into account, the customers’ interaction with each other, and in particular relational attributes have been ignored, although 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 users’ communication behavior. Instead of viewing a market as a set of independent entities, we view it as a social network in which the customer interact with each other via mobile communication applications such as voice calling, SMS, MMS, blue-tooth, etc. The results showed that relational attributes are powerful predictors of customers’ voice calling, but there exists differences between relatively higher calling level and lower calling level. The authors conclude by discussing marketing implications for the mobile telecommunications industry.

Key words: relationalattributes, socialnetworkanalysis, customerrelationshipmanagement, enterprisecustomerrelationalattributes, socialnetworkanalysis, customerrelationshipmanagement, enterprisecustomer