A Study On Factors That Influence Brand Loyalty Of China Mobile3G Service

It is the forth year that China Mobile built its3G brand. Although during the four years China Mobile has made some achievements, it also encounters a lot of difficulties. Firstly, TD-SCDMA is inferior to WCDMA or CDMA2000, which brings China Mobile disadvantage compared with China Uniform or China Telecom. Secondly, China Mobile missed the cooperation opportunity with Apple in2009, and then lost some high-end clients who turned to use the iPhone. All in all, China Mobile is generally losing its dominant advantage in the2G era. How to maintain and improve the3G brand loyalty and reduce the high churn rate is necessary for China Mobile to solve.Brand loyalty can bring more profits to the company. The paper analyzed the brand loyalty theories and summarized the factors that influence the brand loyalty. Those factors are perceived brand value, brand image, brand trust and transferring costs. Combined with the Technology Acceptance Model, the paper divided the perceived brand value into three factors, which are perceived usefulness, perceived enjoyment and the perceived cost, and the brand image into four factors, technical services, customer services, tariff services and promotions. On the basis of empirical research, the paper gave such conclusion:perceived profits, perceived loss, technical services, tariff services, customer services and promotions have a direct impact on brand trust. Brand loyalty has some relationship with the factors such as perceived profits, technical services, transferring cost, perceived loss, promotions and the brand trust. Brand trust acts as mediating role in the relationship between perceived profits, perceived loss, technical services and the brand loyalty. Tariff services, customer service only affect brand trust and have no direct relationship with brand loyalty. According to to the results, the paper gave useful suggestion to China Mobile.