Research On Customer Loyalty Of FX Branch Of China Telecom

Customer loyalty is an important part of the contemporary enterprises' core competence.At present,China Telecom FX branch has many problems,such as the high loss of stock users and the low user value.Besides,the number of silent users grows month by month,the traffic user accounts for less,and the emerging business income is relatively low.Therefore,through the investigation and analysis of the customer loyalty of Fuxin Branch,this paper attempts to make clear the current status of customer loyalty and its influencing factors,and find the way to enhance the customer loyalty.Based on the theories of customer loyalty and the current situation of China Telecom FX Branch,the status of customer loyalty of China Telecom FX Branch was studied by means of questionnaire survey and interview.Using SPSS22.0 for data analysis,,it is found that the main influencing factors of customer loyalty of China Telecom FX Branch mainly include service and product quality,transformation cost and product price.Among the basic characteristics of customers,customer loyalty is negatively related to age,and it is also found that there are significant differences between customer loyalty and monthly income,region,service life,average monthly expenditure of communication services and frequently used telecommunication services.Therefore,three suggestions were put forward to improve the customer loyalty of enterprise:strengthening staff training,establishing service awareness,paying attention to different needs,providing differentiated services,speeding up technological development,developing new business,and improve the quality of service and product;building trust,strengthening emotional ties,launching binding business,and increasing customer switching costs;optimizing product prices through various preferential activities.