Research On The Promotion Strategy Of Customer Loyalty In Telecommunication Company A

In recent years, the communications industry has changed dramatically, after the industry restructuring, the full business operations and the issuance of 4G licenses,each communications business has ushered in new opportunities and challenges. In the buyer’s market, in order to remain invincible in the competition, we must implement the customer as the center of the marketing strategy. According to the survey, the cost of attracting a new customer is five to ten times the cost of an existing customer. Improving customer loyalty is the urgent need to solve the problem of communication enterprises.This paper first analyzes the status quo and the causes of the loss of its customers in Telecommunication Company A, and then through the construction of the loyalty model, the key factors that affect customer loyalty are obtained. Through the modification and testing of the model, customer satisfaction, competition barrier,emotional dependence, customer’s perception of service, conversion cost, attraction of competitors, price tolerance, recommendation intention and willingness of cross purchase will be directly or indirectly affect customer loyalty. Based on the above analysis, this paper puts forward the strategies to improve the customer loyalty of Company A, which needs to focus on the "customer satisfaction", "emotional attachment " and " conversion cost ". These three levels of the factors are targeted to improve the quality of service, improve the user experience, enhance user awareness,and thus enhance user loyalty.In conclusion, Company A should aimed at the cause of its loss of the current user,and through further improvement of its service system and the quality of service,optimization of service process and providing differentiated services and more to enhance the customer ’s loyalty.