A Study On Wuhan Mobile Communication Company's Customer Retention Strategy Choice

Customer satisfaction theory has come into notice of both academia and commercial interests. Many enterprises have taken customer satisfaction and market share as their competition strategy. So is the situation when market share theory attracts people's attention. But enterprises usually neglect specific circumstance when they use these theories to conduct their management process. It is necessary to discuss this kind of phenomena. At first, the thesis looks back on the market share theory and customer satisfaction theory, pointing out that the logical starting point of those researches is enterprise profit. Basing on this, the thesis discusses the relationship between customer loyalty and customer satisfaction. Customer loyalty is a concept which has close relationship with customer satisfaction. But academia has different idea of how customer loyalty should be defined, so is their research about the relationship between customer satisfaction and customer loyalty. This article introduces a new concept "customer retention"and redefine the original concept of customer loyalty. This article also develops a customer retention model. Customer retention is used to evaluate a company's competition advantage. Then the thesis discusses enterprise's competition strategy from two different aspects:time point and time sequence. Basing on theoretical analysis, the thesis also discusses the mobile communication industry in Wuhan using Structural Equation Model. The thesis hands out and analyses questionnaires to interpret influencing ability of different factors that can influence current customer retention situation of Wuhan Mobile Communication Company. According to theoretical analysis, Wuhan Mobile Communication Company's market strategy is in a transforming phase.