| This article is a study of Chinese telecommunications service industry customer loyalty factors and the impact of the internal mechanism. The empirical study reveals the communications services industry, the impact factors of customer loyalty, and the interaction between these factors mechanism. With the increasingly fierce market competition and increase costs for customers, cultivate and maintain long-term customer loyalty is a business enterprise can be an important factor. On the one hand, enterprises have to get a good income, in addition to the core technology and improving product quality, but customer satisfaction, service quality and Enterprise Image will to some extent affect on customer loyalty, loyal customers are the main profit source. On the other hand, when supply exceeds demand in the market environment, the cost to acquire new customers than to maintain existing customer costs, but the profit contribution of new customers is far less than the original customer. Finally, the loyalty of customers through word of mouth to bring new business customers. Therefore, the development of customer loyalty strategies, research customer needs and maintain long-term two-way interaction with the customer relationship business and academia has been the focus of attention. Customer loyalty in the communications industry, more and more attention, is the communications business focus of attention and contention. The domestic mobile communications market has emerged Mobile, Unicom, Telecom tripod trends, how to build and maintain customer loyalty, an enterprise in the fierce competition to get the key to success. The formation of the paper is divided into four parts:①In reviewing the results of previous studies based on research to tease out the context, to further clarify factors affecting customer loyalty research, the establishment of research model, hypotheses;②by Changchun City mobile communications service provider interviews and block access to the service users to understand the actual impact of those factors is customer loyalty and its underlying mechanism, the theoretical model;③to Mobile, Unicom and Telecom users specific survey, a total of 350 questionnaires were returned data 312, of which 296 were valid data, the total number of valid questionnaires returned questionnaires accounted for 84%;④by SPSS 15.0 analysis of the data, verify assumptions, conclusions.Existing literature examined the impact of customer loyalty factors, but few scholars study the mechanisms of these factors inherent in the Chinese communications market research on the impact of customer loyalty and even less. This paper analyzes the characteristics of the Chinese communications industry and their environment, the innovation is made on the corporate image, service quality, customer satisfaction and switching costs will impact on customer loyalty, establish communications services market, customer loyalty model, an empirical analysis of this model.Customer loyalty is an included customer satisfaction, service quality, switching costs, and corporate image, including multi-factor-driven model. Enterprises can improve service quality and improve the corporate image of the two companies work together to upgrade the status of the customer's perception and enhance customer loyalty. Should pay attention to physical facilities, construction and building corporate image recognition system to enhance the service quality of service, accurate, and efficient and effective completion of the promised services. Meanwhile, the service personnel who have the good manners to enhance the customer's trust, so as to enhance customer loyalty. However, due to limited resources for research of this article, mainly for the Changchun area communications service users survey, such as the market does not take into account environmental, cultural and environmental regulation of regulating factors, therefore, service communications industry factors that need to be Geng Customer Loyalty more empirical research. |
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