Research On The Influential Elements Resulting In College Students Customer Defection Of The China Mobile Company Of L City

Since the competition of mobile communication industry becomes more fierce and telecom reforming further with its rapid development, the competition in telecom becomes more and more violent.Customer resource is one of the most important resources for the telecom. and become the focus of competition, three major operators have concentrated on the scramble for customers. Customer retention can have more influence on the company’s profit than its scale, market share and other factors.Customer defection problem resulting from their scramble is becoming increasingly violent. The scramble has not only broken the balance of mobile market, but caused economic losses to operators. Therefore, how to keep up and retain the customers become the much-talked-about topic for demestic and foreign experts. Almost everytelecom is building or is going to build customer churn predictive model. Otherwise, it will lose competitive advantage over itscompetitor due to lack of prediction for customer chum.In order to explore the causes of the loss of College Students’customer, The writer of the essay aiming at the problem, based on the theory of customer relationship management. relationship marketing theory, data mining theory, reasoned6key elements influencing the customer defection of college students, through the reaserch based on the logistic regression model with the examples of the college students customer of mobile communication company in L city, to have the potential to cause college students’ loss of customers20factors for the collection of primary data through the design of the questionnaire, interviews and other methods firstly, and then using the survey data samples and econometric model for forecasting and analysis. These six factors respectively are the network call ratio monthly, whether made complaints, the number of the length of time, grades, school location, bill amount monthly. and build a classification function according to the six factors.The paper draws the following conclusions through the above analysis that the main cause of loss of customers in students of L city college is the six factors.and the number of the length of time, grades, bill amount monthly have the positive effect, network call ratio monthly, whether made complaints, school location have the negative effect in the six factors. and conduct the important ranking according to the coefficient on the six factors the classification function, whether made complaints, school location.the number of the length of time, the network call ratio monthly, grades, bill amount monthly in turn. and get a conclusion that the model is a high accurate rate model through the further verified on the investigation data. And these six factors as the main factors, not on behalf of other factors are not importantAccording to the Logistic regression model and combined with the model variables and external factors, this article put forward eight policies and suggestions from the perspective of mobile company that promote customer complaint management, enhance customer satisfaction; layout reasonable to balance the difference of area; Act tough and talk soft to maintain existing customers; Specimen and due to lower network call ratio: distinction between grade characteristic though the difference marketing strategy: promoting consumption index though cuseomer segments:develop diversified products:set up a good social image. and enhancement of and hope to provide some reference and valuable suggestions for the mobile communication company.