Anshan Netcom Customer Loyalty Management

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 customer loyalty has become a focus of the customer relationship management academia and practitioner.The telecom industry in China has developed with the long and high-speed in recent years, and many opportunities and challenges are brought to the development of Chinese telecom industry after China's accession to the WTO and the successful reformation and recombination for the whole industry. The China Netcom Corporation Limited (or "CNC") in Anshan is an old telecom enterprise, which is facing how to stand the advantageous position at the present, which strategies are adopted to improve the customer loyalty and performance, and how to consolidate and expand the market quotient. All of these is the focus of attention in the telecom industry and also is the emphases in this article.First, this paper introduced the background, and meanings of the research. Second, with regard to the present situations in Anshanmarket, we have conducted analyses on the internal and external marketing environment of CNC in Anshan. Third, the influencing factors of customer loyalty have been analyzed, including customer satisfaction, customer complaints, corporate image, switching cost; questionnaire was used to measure the customer loyalty and its influencing factors. Last, the author put forward the research conclusion.