Study On The Factors And Policy Of Mobile Customers' Retaining Based On Confirmatory Analysis

As the market is more and more emulative, the number of customers, especially the high-valued customers is stable, the customers become a kind of source that operators want badly. How to retain the customer is a very meaningful research subject for the operators and how to reduce the customers churning is very meaningful for the income of operators.At first we introduce several defines which are satisfaction, loyalty, service justice and ascription about customer retaining. We define that the real loyalty includes attitude loyalty and behavior loyalty. After analysis the characteristic of mobile market, we research the relationships between the characters of customer retaining and prove it by confirmatory analysis. The most important characters which affect customer retaining are satisfaction, service quality and service justice.Then we analysis the forces which effect customer retaining, which the forces are retaining, thrust, resistance and gravitation, and then analysis the characters of the forces. Then we analysis the forming process of loyalty and build the model of customers retaining. The model includes information collecting, information analysis, policy making, policy executing and effect evaluating. The model and the work of customer retaining of operators are a recurrent system.We advance customer retaining principles for operators performing base on the analysis above and design the process of customer retaining strategy making. Follow these we can gain the best effect using the fewest input. Then we narrate the strategies in different categories and advance the measure of customer service separately.