Mobile Communications Services Customer Repeat Purchase Intention Of Influencing Factors Research

With the advent of our country 3G age, the mobile communications market is becoming more competitive. If the mobile communications operator wants to obtain the stable market and maintain the fixed profit origin, it is necessary to sustain the long-term stability of the transaction relationship and generate the customer's repurchase intention of the services or the related services provided by this operator. Promoting the custonler's repurchase intention is a effective way for the operator to gain the good management achievements. Which factors affect the customer's repurchase intention of mobile communications services? This question has already causes the academic circle and the practice circle attention. This paper launched the study about the influencing factors of the customer's repurchase intention of the mobile communications services.This article first reviews the related literature of the customer's repurchase intention influencing factors. On this basis, this paper raises the theoretical model of the customer's repurchase intention of the mobile communications services, and raises the impact hypotheses of customer perceived service quality, customer satisfaction, transfer cost, relationship and the alternative attractiveness. After the design of the questionnaire and the measurement methods have been determined and have been recovered, the results show that customer perceived service quality, customer satisfaction, transfer cost and relationship positively affect the repurchase intention, and the alternative attractiveness negatively affect the repurchase intention. Finally, according to the conclusions of this study, this study presents the managements proposals and points out the limitations and the vision for the future studies.