The Analysis On The Influence Factors Of Customer Loyalty Of China Mobile Telecommunication Enterprise In Shaanxi Province

The Study discussed the significance of customer loyalty from the viewpoint ofmarketing development.With the competition picking up and customer contest rising in theconsumer market,the developing and protecting loyal customer colony has become theenterprise’s important strategy to win the market.In this context,the author chose ChinaMobile telecommunication market as the research object and investigated the relationshipbetween customer satisfaction,customer complain,corporation image, switching cost andcustomer loyalty on the basis of lots of literature.It is expected that the explanation of howthese factors affect customer loyalty will be useful to both in theory and in practice.The paper discusses the relevant theory of corporate loyalty,followed by buildingcustomer loyalty models and research methods of mobile communication enterprises inShaanxi Province.The main research question of this article is to explore the Chinese mobilecommunications market,customer satisfaction,corporate reputation, the interaction betweenswitching costs and customer loyalty, market share of the major operators of the mobilecommunications market, build customer satisfaction, customer complaints, corporate image,and switching costs as the independent variable, and customer loyalty as the dependentvariable relational model, and use statistical software to explore the empirical data on thedegree of support of the research model and assumptions, and thus a number ofrecommendations to the theoretical and practical circles and inspiration.The main conclusions are as follow:1、in the Chinese Mobile Communication Marketing,customer loyalty is an action outcome of many influencing factors which include customersatisfaction、 customer complain、corporation image、switch cost;2、in the Chinese MobileCommunication Marketing, customer satisfaction customer complain、corporation image、switch cost have the significant positive relation to customer loyalty;3、the influencing factorshave different influencing degree to customer loyalty. The most influencing factors is switchcost,which is far largest than the others. The next is corporation image、customer complainand customer satisfaction. Chapter I Introduction. Introduces the background of this study, the research purpose,significance, and literature review, research ideas, research methods.Chapter II Enterprisecustomer loyalty theory mechanism. Discusses the relationship of customer loyalty andinfluencing factors research, and customer loyalty model theory. Chapter III MobileCommunication Enterprise share customer analysis and model research methods design. Thefirst of the three operators of the national market share analysis, then analyze the customershare of Shaanxi Province. And then build a theoretical model used in this paper based on thehypothesis of this paper.Chapter IV Shaanxi Province mobile communications companyloyalty factor. First, the questionnaire design, test, and modify. Basic descriptive statisticalanalysis and then through the sample data, the model variables. Next, factor analysis of thedata, analysis of variance and regression analysis.Chapter V Conclusions and managerialimplications. By the above empirical analysis, draw conclusions, and then to the ShaanxiProvince mobile operators how to build customer loyalty and long-term maintenance of therelationship between some useful insights as well as management recommendations.