Study On The High-end Customer Loyalty In China Mobile Xinhua Branch Company

China telecom business revenue grew respectively21.4%,15.5%,11.1%for2010to2012.The growth rate of income of telecommunications market declinedsignificantly year-on-year reflects the saturation of China telecom market rising trend,new user grows sluggish. Under such circumstances, the major telecommunicationscompanies, the maintenance of the good old customers especially high-end customershas very far-reaching significance. Although Xinhua mobile in the "leader" status inXinhua telecom market, high-end customers accounted for80.15%market share inXinhua communication. But in recent years, the Xinhua mobile exposed the customercomplains increases, the threat of substitutes and the rising rate of turnover,Xinhuamobile are required to constantly improve its own service quality, improve customerparticularly in the high-end customer loyalty, fight this “battle for market”.In order to conduct a comprehensive in-depth analysis to Xinhua mobile high-endcustomer loyalty,and to explore factors for influence of Xinhua high-end customerloyalty in mobile, and provides some policy suggestion in the high-end customermaintenance for China Mobile Xinhua branch.In this paper,based on the marketsegmentation theory, marketing theory, customer lifecycle management theory,thescholars research of customer loyalty customer,loyalty concept level, factors whichinfluence customer loyalty in China and abroad is summarized. Based on the abundanttheory foundation, the Xinhua mobile high-end customers who are from the net in in2012December were compared according to the region, age, brand perspective. Thisstudy shows that:(1) The turnover rate of township of the high-end customer is seriousthan city by region;(2) the longer time in Xinhua mobile net, the lower rate of turnoverfor the high-end customers of Xinhua Mobile Corporation;(3) according to the branddivision, the highest rate is Shenzhouxing customer of Xinhua mobile high-endcustomers from the net, followed by the M-Zone customers, the lowest is GSMcustomers. For further studies on the influential factors of the high-end customerloyalty of Xinhua mobile, the280households loyalty survey questionnaire of thehigh-end customer in Xinhua mobile are conducted. Research shows that, the high-endcustom loyalty are affected by the price factor,the quality of Xinhua mobilecommunication (Network), the quality of customer value and customer service..Finally, in order to improve high-end customer loyalty of Xinhua mobile, thereby toreduce the high-end customer churn rate and improve the competitiveness of Xinhuamobile, the paper put forward many feasible suggestions for Xinhua mobile.