An Research Model About Telecom Operators' Social Channel Loyalty Formation And Empirical Study Under Full Service Environment

Marketing channel is one of the company's most important assets. It is another basic network telecom operators depend on besides the communication network. Under the environment of full service operation, market competition of the telecommunications industry has been undergoing revolutionary change. A fierce battle for the market has taken place among the three telecom operators, in which the marketing channels, particularly the social channels have become the key defense of this siege. Loyalty Management of the social channels turns into an important issue of telecom operators'marketing strategy.Through extensive research and empirical data analysis, this thesis studied about the channel loyalty and discussed a model about telecom operators'social channel loyalty formation. The main conclusions are as follows:1. Explored and refined the concept of channel loyaltyCurrently there is little academic research about the concept of channel loyalty. Most of these relating studies are focused on the range of customer loyalty and employee loyalty. In this paper, by deconstructing the concept of loyalty and analyzing the concept of channel I got the general concept of channel loyalty. Furthermore, by combining the Delphi expert survey, I summarized the content of social channel loyalty of Telecom Operator. I made the systematic analysis of the concept of channel loyalty and its forms, also verified it in combination with reality.2. Build channel loyalty forming model and empirical analysisThis paper concluded the general process of channel loyalty as well as direct and indirect drives which influence the forming of channel loyalty from channel relations, organizational behavior and relationship marketing and other disciplines. Moreover I construct a complete model of forming process of channel loyalty. On the premise of analyzing the environment influence factors of full business operating, I designed questionnaire, extracted sample data and made the empirical analysis in order to prove that the model is reasonable and reliable.The study of this paper will provide the scientific theories support for the social channel loyalty management of Telecom Operators.