The Theory Research And Practice Exploration Of Customer Loyalty

With the market competition picking up and the customers contest rising, more and more enterprises which focused on products have become to focus on customers, and they make marketing strategy to retain old customers but not only to attract new customers. Threatened by the competitors and the products and services with the same qualities, it has become an important strategy for the enterprises to win the market by retaining the customer colony. The mobile communication service in our country is changing from monopoly to competition under the government policies. How to manage customer loyalty effectively has become one of the most urgent problems.According to researching the previous papers and academic analysis, the thesis divided the concept of customer loyalty into attitude loyalty and behavior loyalty; concluded eight drive variables of quality, price, employee service, enterprise impression, customer complaint, customer retainment, risk cost, study cost on the base of three most important research fields of customer satisfaction, customer relationship, transformation cost; collected data by questionnaire interview, drawed the drive variables by factors analysis, constructed model by stepwise regression, explored the different drive variables between attitude loyalty and behavior loyalty; made the conclusion that in mobile communication service, the drive variables which influence attitude loyalty are quality, price, employee service, enterprise impression, customer complaint, risk cost, the drive variables which influence behavior loyalty are quality, price, employee service, customer retainment, risk cost, study cost; combining the model analysis result and practice of mobile communication service, the thesis discussed the shortcomings and proposed the reasonable marketing strategy of attitude loyalty and behavior loyalty.There are three innovations in the thesis. First, concluded the drive variables which influenced customer loyalty directly on the base of the previous papers and academic analysis. Second, found out there were different drive variables between attitude loyalty and behavior loyalty, constructed attitude loyalty model and behavior loyalty model which explained the conflicting of customers'attitudes and behaviors. Third, suggested mobile communication service that they should plan different marketing strategies to achieve the different market goals.