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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).

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.

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.

This article uses Wang's analysis model for the mobile industry in an Islamic Country.

The purpose of the study is to assess manufacturing firm performance indicators using a reasonably comprehensive integrated BSC-Game model to empirically determine the importance of the perspectives and indicators under evaluation and the best combination of indicators.

After identification of manufacturing indicators of the firm, the Shapley value index is used as the solution of the cooperative game to determine the importance of the perspectives and indicators under evaluation and the best combination of indicators to facilitate the achievement of target goals.

The game theory approach is used as a technique to rank BSC perspectives of the firm's manufacturing performance. The results reveal that the customers' perspective receives the highest ranking. The knowledge sharing, new technology, customer satisfaction and sale profitability are considered as the best combination of BSC indicators.

The integrated BSC-Game framework, approach and outcomes can be beneficial to practitioners and researchers who aim to select the proper indicators’ policy in manufacturing performance field.