Data set for the research entitled "Impact of Mobile Customer Relationship Management on Customer Loyalty and Purchase Preferences: A Longitudinal Study of Gloria Jean’s Coffees, Türkiye"

The study adopts a longitudinal experimental design with individual-level analysis. Data were collected quarterly over one year (t0, t1, t2, and t3) from both control and experimental groups. Statistical analyses included t-tests and ANOVA for repeated measures to test the hypotheses on m-CRM's impact on purchase preference and customer loyalty.