The Research On Customer Loyalty At Chinese Mobile Communication Marketing

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner. So, on the basis of the previous papers, the thesis, combining theoretical analysis with empirical research, tries to construct the basic model in the Chinese Mobile Communication Marketing, and demonstrates the relation among the influencing factors and customer loyalty with empirical research.The work of this thesis mainly includes four aspects as follows: 1, Based on the various previous paper and academic analysis, this paper theoretically puts forward many influencing factors to customer loyalty;2, Combining the interview with the Chinese Mobile Communication Marketing, it analyzes the influencing factors and construct the basic model; 3, After the interview, we have selected the mobile communication service as the survey object and carried out random sample surveys in the selected cities of Sichuan province. Combining with the SPSS 11.0 analysis technology such as the factor analysis, correlation analysis and regression analysis among these factors, this paper explores how much the demonstration datum sustain these hypotheses.Through the above research work, the main conclusions are as follows: 1, in the Chinese Mobile Communication Marketing, customer loyalty is an action outcome of many influencing factors which include customer satisfaction ,customer complain, corporation image , switch cost;2, in the Chinese Mobile Communication Marketing, customer satisfaction , customer complain, corporation image and switch cost have the significant positive relation to customer loyalty;3 , the influencing factors have, different influencing degree to customer loyalty. The most influencing factor is switch cost, which is far largest than the others. The next is corporation image, customer complain, customer satisfaction.