S A Research About The Influence Of Enterprise's Mobile Marketing Behavior On The Customer Satisfaction And Customer Loyalty

With the 3G era, China has become the largest potential market for mobile marketing in the world. Huge mobile phone users create so many chances for marketing that the mobile marketing has gradually become an important part of the enterprise marketing strategy. It's very convenient to use mobile marketing not only for enterprises to communicate with the customers, but also for the customers access to relevant information directly, feedback and suggestions at any time. It can help the enterprises to improve the post-sale service system, and also be the sources of information to analyze customer constitution accurately, formulate the marketing strategy for the enterprises. The mobile marketing became the new hot spot in the marketing domain. But, the author discovered that there are little researches on the influence of enterprise's mobile marketing behavior to customer's response in the mobile marketing research domain. But the customer is the most important strategic resources of enterprises maintain long-term relations with the customer and enhances the customer satisfaction and the customer loyalty, is closely linked with the enterprise profit survival. Therefore this article researches the influence of enterprise's mobile marketing behavior on the customer satisfaction and customer loyalty.This paper is divided into five Parts. The first part discusses the present status and significance of the research, research purposes and objects, as well as the structure and processes of this paper. The second part reviews the related literature of mobile marketing, customer satisfaction and customer loyalty, and then analyzes the relationship in them. The third part establishes the research model that the enterprise mobile marketing impact customer satisfaction and customer loyalty, on the basis of choosing the research objects and furthermore designs and sends the questionnaires. The fourth part confirms the supposition through a series of statistical analysis proposed in the model, and then proposes the theory and the practice significance through the results of empirical study. The fifth part proposes the conclusion, limitation and the future research directions of the paper.This paper mainly has carried on the innovative exploration in following two aspects: Firstly, this paper introduces the mobile marketing to customer satisfaction and customer loyalty research, integrates three hot areas of research of mobile marketing, customer satisfaction and customer loyalty in three hot areas of research. This is a new study perspective.Secondly, this paper builds the research model that the enterprise mobile marketing impact customer satisfaction and customer loyalty, and proves the enterprise's mobile marketing behavior actually has the positive influence effect to customer satisfaction and customer loyalty through the empirical study. Then suggests that the enterprises adopt the method of three steps to develop mobile marketing activity, which could provide valuable references to realize the customer satisfaction and customer loyalty.