Research Of Customer Satisfaction And Customer Loyalty Based On Mobile Phone Market

With the competition picking up and the customer contest cost rising in the market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. The improvement of customer satisfaction, establishment and implementation of customer loyalty management strategy, provision of integrative and different service for the customers, and the performance of high-class customer commitment have been an important safeguard to keep endurable and interactive relationship between the enterprise and the customer. The mobile phone industry is becoming one of the most important parts of the national economy. Under the intense market competition conditions, mobile phone enterprises have to consider the satisfaction and loyalty of the customer seriously so that they can achieve the dominance in the mobile phone market.Based on the summary of the previous research, this thesis tries to construct the factors system model about customer satisfaction and loyalty and the scene modulation model about the customer loyalty by combining the theoretical analysis with the empirical research. Under the guidance of the theory, the questionnaire has been designed and distributed. Then according to the questionnaire results, the various factors about the customer satisfaction and loyalty in the mobile market are detailed analyzed.The main works of this work are summarized as the following:(1)The related theories about the customer satisfaction and loyalty are generalized by analyzing the previous literatures.(2)Based on various customer satisfaction index models, the conceptual model about satisfaction and loyalty is established by combining with the characteristics of the mobile phone market. This model includes six main factors: product image, the expected quality, perceived quality, perceived value, customer satisfaction and customer loyalty.(3)An investigation about the mobile market has been launched by designing and distributing the formal questionnaire. According to the questionnaire results, the various factors in the conceptual model are analyzed. And based on the achieved results, the model is corrected. At the same time, the main factors which influence the mobile phone satisfaction and loyalty are determined. And then the driving factors which influence the home mobile phone satisfaction are indicated.(4)At last, five suggestions to improve the satisfaction degree of our mobile phone enterprise are pointed out by combing with the practice of our country mobile phone enterprise. They are:①pay attention to their own values of enterprise products.②to really establish the concept of customer-oriented.③to study customers'needs and desires, and guide customers to establish a scientific standard for comparison.④to establish customer post-purchase behavior management system.⑤to monitor customers'real-time satisfaction degree, and make full use of customer evaluation information.