Determinants Of Customer Loyalty

With increasing competition in the marketing place, the focus of marketing has changed from product oriented to customer oriented. Relationship marketing has stand on the frontier of the marketing research and practice. As the core of customer relationship management, customer loyalty has been studied by many researchers. In this context, the author chose China. Mobile Telecommunication market as the research object and investigated the relationship between customer satisfaction, customer value, switching cost, customer experience and customer loyalty on the basis of lots of literature. It is expected that the explanation of how these factors affect customer loyalty will be useful to both in theory and in practice.The main focus of this paper is to investigate the relationship between customer satisfaction, customer value, switching cost, customer experience and customer loyalty. A conceptual model, including customer satisfaction, customer value, switching cost as independent variables, customer experience as modulating variable, behavioral loyalty and attitudinal loyalty as dependent variables, was built up and also empirically tested, exploratory research was also conducted.The author selected customers who received China Mobile Telecommunication service as research object, we distributed 400 pieces of questionnaires in chengdu and suzhou by means of convenient sampling, 313 valid samples were collected out of 337 returned samples, 158 from chengdu and 155 from suzhou. The model was tested and analyzed by SPSS 11.5 software package and found that: (1) customer loyalty, customer value and switching cost were multidimensional variables, (2) the direct effects of customer satisfaction, customer value and switching cost on attitudinal loyalty were supported, and customer value affected attitudinal loyalty indirectly through customer satisfaction, in addition, customer satisfaction and switching cost not only affected behavioral loyalty directly but indirectly, customer value only indirectly affect behavioral loyalty; (3) the more experience customer had, the greater influencing effect of customer satisfaction to customer loyalty, in addition,...