Research On The Customer Loyalty Of CNC's Customer Service

At present, China's telecom industry has come into a new competitory pattern with many competitors from the monopoly operations, the market competition become more and more complex and competitive. There is little difference in the service quality provided by the telecom operators, so the customer loyalty is the key point of the market competition of China's telecom industry and it is very important for the telecom industry market competition to establish and improve the customer loyalty. As one of the four main telecom operators in China, CNC should pay attention to its customer service to improve its customer loyalty in the more and more competitive market. It also has great reality significance in both existing market share and the enterprise development in future.This text analyses and solves problems from the standpoint of the subject of business management. It makes the customer loyalty of CNC's customer service as the main research object, and proposes the concrete strategies of improve CNC's customer loyalty through analyzing the current situations and existing problems of CNC's customer service and combining the interrelated theory of customer loyalty and successful examples of excellent telecom enterprises from the angle of the subject of business management. The literature of customer loyalty is reviewed for providing the theoretical basis for the concrete strategies of improving CNC's customer loyalty firstly. And then the Realistic Significance of improving CNC's customer loyalty is pointed out. When analyzing the strategic environment of CNC, this text focused on the macro environment, competitive environment and CNC's strengths and weakness. This is for providing the practical evidence for improving CNC's customer loyalty. This text analyzes the reasons for the lower CNC's customer loyalty from a theoretical angle by summarizing customer loyalty theory. And this text draws the shortcomings of CNC's customer service management and customer loyalty management from a practical angle by contrasting the customer service management and customer loyalty management of China Telecom. This text proposes the concrete strategies of improving CNC's customer loyalty based on the above analyses, including improving CNC's customer value, implementing and improving CRM, Implementing the effectual service recovery, the management of customer switching cost, and improving the brand marketing strategy to improve the customer confidence. At last, this text points out some research limitations and practical problems applied in CNC. Some concrete suggestions are given to solve such practical problems.