The Research Of Customer Loyalty At Chinese Mobile Communication Marketing

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. Therefore, how to establish and retain customet loyalty has become a focus of the customer relationship management academia and practitioner. So, on the basis of the previous papers, this paper focuses on the influence factors of mobile communication customer loyalty, combination the current situation and characters of mobile communication marketing. As a result, an influence factor model is provided for mobile communication customer loyalty. This study demonstrates and examines the influence factor model of the mobile communication customer loyalty.The work of this thesis mainly includes four aspects as follows:Based on the various previous paper and academic analysis, this paper theoretically puts forward the concepts and influence factor of customer loyalty. Combining the current situation and characters of mobile communication marketing, it analyzes the influencing factors, constructs the basic model and hypotheses.We have selected the mobile communication service as the survey object and carried out random sample surveys in Shenyang.235 paper questionnaires have been handed out.But 212 of them have been returned effectively.Combining with the SPSS11.5 analysis technology such as the factor analysis, correlation analysis and regression analysis among these factors, this paper explores how much the demonstration datum sustain these hypotheses.Through the above research work, the main conclusions are as follows:In the Chinese mobile communication marketing, customer loyalty is an action outcome of many influencing factors. Customer loyalty can be divided into attitudinal loyalty and behavior loyalty, the two aspects are indispensable for mobile communication customer loyalty. There are four factors which affect mobile communication customer loyalty, including corporate image, switching cost, service quality and customer satisfaction, and service quality takes the largest part in mobile communication customer loyalty. Expense settlement, post-sale support, communication safeguard, customer concern, staff quality, corporate reputation and brand image, these are causal variables that need to be mainly considered in the influence factors of the mobile communication customer loyalty. They not only directly restrict corporate image, service quality, customer satisfaction, but also influence the mobile communication customer loyalty indirectly by the three direct influence factors.Service quality related to corporate image and customer satisfaction closely. Corporate image and customer satisfaction are not related to each other obviously; switching cost is not related to corporate image and customer satisfaction obviously. Generally speaking, the influence factors of mobile communicatin customer loyalty have no remarkable difference among different mobile corporation's customers.