Internet Broadband The Relationship Between Customer Satisfaction And Customer Loyalty

Join WTO dream has come true, communications industry in the market more competitive. For in the business communications business enterprise, it will face more pressure and more shrewd market competition and the more demanding consumers. Enterprise whether in such serious business environment smooth development, the key factor lies in the enterprise can stand in the point of view of consumer products and services, consumers are satisfied enterprise provide products or services, this is what we call the "customer satisfaction".In this paper, the customer satisfaction, the user loyalty and related theory is a literature search and concept comb, and in the literature research basis, the user satisfaction with the preceding factors (product characteristics, service system, customer relations, transfer cost) and their influence on the satisfaction of users, and then we study the user satisfaction and user loyalty, the relationship between the main user loyalty is divided into behavior loyalty and loyal attitude, the satisfaction of users on their influence. This article through the questionnaire survey method won a series of data, with SPSS software, the data of the sample statistic analysis, basic descriptive statistical analysis and factor analysis, correlation analysis and regression analysis, this paper puts forward to the frame of the model and the research hypotheses were verified.This article through studies eventually got the following conclusion:the product characteristics, service system, customer relationship between the three preceding factors on customer satisfaction has a positive effect significantly, the satisfaction of users to transfer cost is negative, but not very significant; Customer satisfaction to customer behavior loyalty and attitude to have a positive significant influence on loyalty; This paper studies the demographic variables of only gender on user loyalty has a significant effect on, no significant effect on customer satisfaction, and other statistical customer satisfaction and user variables on loyalty are no significant effect. Also in this paper, according to the actual situation of China unicom company A design to the questionnaire, and according to the results of the study data of A company unicom user loyalty management is analyzed, and puts forward the corresponding management Suggestions for A company unicom effective mining most valuable clients with the guidelines, and for managers get A loyal customers lifetime value were given. So for A company unicom improve profitability and sustainable competitive advantages to provide the safeguard.