An Comparative Study On The Effect Factors Of Service Quality On Customer Satisfaction And Loyalty In Campus Mobile Communication Industry

In entering the21st century, China’s mobile communication industry has stepped into a golden period of development, by the end of February2013. The number of mobile phone users nationwide has reached1,132,043,000, so almost everybody owns a cell phone. As the market enters the saturation period, subscriber growth will drop sharply in market development in10years and will enter a stable period. Meanwhile China Mobile, China Unicom, China Telecom the three mobile operators will also be faced with severe challenges and fierce competition. More effective marketing methods to attract new customers, maintain old customers will be the key the success or failure of the mobile communication enterprise.The subjects of the research were mobile communication market within campus, based on filing and analyze available literature, the author made an empirical study about the factors affecting the customers’satisfaction of the mobile services. The affecters are as follow:The quality of the product. The quality of service、relationship quality、rates factors. At the meantime, To see if there are any different factors affecting the university students’satisfaction of china mobile、china Unicom、china telecom, the author chose about200clients from each of the three industry mentioned above, and a comparative study was made. SPSS and AMOS statistical software analysis tools were used in this study, and empirical research was made by SPSS and AMOS statistical software. Research methods include the effective sample demographic analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, Pearson’s correlation analysis, structural equation modeling analysis.Through empirical analysis conclusions were draw as follows:First、mobile communications service’s product quality have a major impact on customer satisfaction. Besides the telecommunications company, the overall model, Mobile and China Unicom company product quality have an important influence on customer satisfaction. Telecommunications companies should raise the quality of their products, such as:network signal, call quality, network coverage.Second, the service quality of mobile communications services did not have a significant impact on customer satisfaction. This result includes the test results of the overall model, the structural model of Mobile, China Unicom, and telecommunications companies is the same. This shows that, the campus’ mobile communications market, the communication company’s business applications, business process convenience, efficient service, staff responsibility, expertise of staff and other various dimensions of the quality of service does not affect User’ satisfaction.Third, rates factors of mobile communication services and customer satisfaction have a significant positive correlation.In addition to the Unicom, the test results of the structural model of the overall model, mobile and telecommunications companies are the same. While the Unicom company is carrying out the charges of marketing practice, a reasonable charge fee should be paid attention to, the package setting should be flexible, no billing errors and other measures should occur.Fourth, Mobile communication service quality and customer satisfaction has significant positive correlation.This result is the same with mobile, Unicom, telecom companies’structural mode’ test result. This shows that, the campus mobile communications market, such as:mobile, China Unicom, telecommunications are all ready on the marketing strategy of relationship quality. Previous studies found that the quality of the relationship is a very important factor, so the three communications companies should continue to maintain and strengthen the relationship quality measures. Such as:Provide characteristic service for customers; create more opportunities to communicate with customers; share information and provide convenient services.Fifthly, customers’satisfaction is positively related to customers’loyalty. Judging from the entire structural model’test result, this result is in line with the predecessors’ research results. From the three mobile communications company’ structural model test results, every communication company’s customer satisfaction and customer loyalty have significantly positive influence.This result proves once again that customer satisfaction, customer loyalty antecedents. When the loyalty of the customer will recommend to others to use the company’s products are satisfied with the attitude of the faithful or willing to continue to use the company’s services.