Analysis Of The Factors Infiuencing The Customer Loyalty Of The Private Enterprises' Optical Fiber Access Customers

Since the concept of customer loyalty was put forward,it has been widely concerned by marketing scholars and business managers.Since the 1970s,there have been more and more research results related to it.So far,the relevant theories are extraordinarily rich.However,due to the different characteristics of each industry,there are relatively few researches on some specific industries or special backgrounds.Especially in the communication industry,there are few researches on enterprise customers.With the policy of"increasing network speed and reducing network charges" put forward by the state,the competition among operators is more and more fierce.While vigorously developing new customers,various enterprises are also trying to retain existing customers and seize market share.Under this background,aimed at enterprise customers of private operators,by taking the enterprise customers of Y company in Beijing as an example,this paper studies the influencing factors of customer loyalty,and identifies the main factors,hoping to provide useful management strategies for private operators in the communication industry,which is of great practical significance.In this paper,the author firstly teases out six main influencing factors:customer value,customer trust,customer satisfaction,service quality,conversion cost and price by reading a large number of domestic and foreign customer loyalty related research results.Secondly,the author analyzes the development status of China's communications enterprise customer market,and based on the previous studies,designs a questionnaire of five main influencing factors.Then,the author takes back the questionnaire and gets statistical data,and uses statistical software SPSS 19 to do exploratory factor analysis,specifically illustrating that these five influencing factors have a direct positive correlation with the enterprise customer loyalty of private communication operators,among which,customer value is the most influential factor,followed by customer trust,customer satisfaction,service quality and price,and all the questions of conversion cost are deleted in the empirical analysis.According to the analysis of the final research results,some management strategies and suggestions are put forward,providing some references for private operators' strategies to enhance the customer loyalty of enterprise customers.