An Empirical Study On The Effect Of Service Quality On Customer Loyalty In Harbin Mobile Communication Industry

With rapid development of the competition and product homogeneity in mobile communications market, more and more companies recognize that the value of customer loyalty is important for mobile communications company. Based on previous research of the theoretical scholars, the cost to develop a new customer is 5-10 times of maintaining an old customer. Loyal customers have become a major source of profits. Improving the quality of service and customer loyalty on mobile communication service becomes an important strategy of mobile communication service enterprises in the market. To take effective strategy improve the service quality, the customer satisfaction and loyalty in mobile communications industry has become a problem of mobile communications company and operator to be solved in China.In this paper, we take the mobile communications market in Harbin as the research objects, take theoretical literatures research and empirical survey research, and construct a relational model with service quality, customer satisfaction and customer loyalty. We use statistics analysis software of SPSS 16.0 and a structural equation modeling software of Amos 7.0 to take exploratory factor analysis, confirmatory factor analysis and model hypothesis testing. We use 289 effective samples in Harbin mobile communications company.Based on data analysis of the samples, the following three perspectives have been comfirmed: (1) The service quality of mobile communication are made up of tangibles, reliability, responsiveness, assurance and empathy. (2) Service quality has not only significantly direct positive impact on customer loyalty, but also significantly indirect positive effect on Customer loyalty through customer satisfaction. In addition, the impact of various dimensions of service quality on service loyalty of the mechanism is different. (3) Customer's overall assessment of a higher quality of service, but the service response and service empathy lower than the overall average score, they are the priority factors to improve in service quality.Based on the results of data analysis in the paper, A number of recommendations are proposed to improve service quality and customer loyalty. First improving service quality, require mobile communication enterprises to establish service-oriented philosophy, train awareness and recognition of corporate's services philosophy, focus on the lower ratings of both responsiveness and empathy dimensions to improve the existing service quality. In terms of customer loyalty, the evaluation view of the enterprise must be change from the customer satisfaction to customer loyalty. At the same time we should not only pay attention to the behavior of the customer loyalty, but also to improve the attitude of behavior-loyal customers, to change them a true customer loyalty.