Empricial Research On Factors Affecting The Loyalty Of Telecommunication Agent

After bringing in competition mechanism,Telecommunication industry witnessed a highly volatile. From five added one initially to reorganization allover and forming new telecommunication,new mobile,new unicom, china telecommunication operators open up intensely competition at international and domestic market. Competition keystone change from initial network technology and price to channel and terminal. By the way of agent telecommunication operators make use of social channel to offer service and products. That by service outsource, putting marketing and technology which are service work to face user directly to entrust other organization and person agent is out need to adjust to telecommunicaton strategy changing, also accelerate pattern innovation of enterprise operation and heighten enterprise'core competition."would need one topping agent and second-class market than one topping market and agent." This illustrates importance that agent lies modern busness market. No matter what to enhance market occupancy or to develop new market, telecommunicaton operators need excellent agent. But at present, china telecommunicaton market has many agents with small scale and these agent loyalty is lower, so it is necessary to manage agent efficently.By analysizing foreign and domestic literatures and management experience of telecommunication operators, we find that they manage agent from the angle of material stimulus, or by designing relative reasonable mechanism to give agent money, but literatures researching effect factor of telecommunicaton agent loyalty is little. Of course, pay is very impoatant to agent but material stimulus is not anything. Agent has society attribute not only economy attribute. Therefore, empricial research on effect factor of telecommunicaton agent loyalty and relation with telecommunicaton agent loyalty is urgent and could improve agent loyalty.The article did the next work:(1)by looking through literatures, the author researched and analysized managemeng strategy on foreign and domestic operators to telecommunicaton agent, namely using agreement to restrict agent's negative behaviour and reward to stimulate agent's active behaviour; (2)by interview with telecommunicaton agent and at the basic of other research, the author offers and concludes effect factor of telecommunicaton agent loyalty and agent loyalty's expression; (3)using statistic and analysis instument to carry through empricial analysis, including factor analysis,correlative analysis,regression analysis and measuring relation between Effect Factor of Agent Loyalty and Attitude Loyalty.Because of author limited theorial level, effect factor of telecommunicaton agent loyalty that the article offered are lack of perfect and normalization, and research on relation between effect factor of telecommunicaton agent loyalty and telecommunicaton agent loyalty is not in depth. The author expect that more scholar pay close attention to it and analysize forming mechanism of telecommunicaton agent loyalty.