The Empirical Research On The Relation Between Customer Loyalty And Its Influencing Factors Based On Mobile Communication Market

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. Customer Loyalty has been the new focus of the customer management academia and practitioner. Meanwhile, China has become one of the countries which owns the largest scale market of mobile communication with high developing speed. And soon many operators from west countries will compete in the market. So how to keep the customer retention rate and enlarge the market has been the main topic for the operators. So the purpose of the thesis is to consider mobile communication industry as a research object and to find out the relations between customer loyalty and the three influencing factors (Service quality, customer satisfaction and trust). Furthermore, some useful suggestions are put forward for helping the operators to improve customer loyalty and customer retention strategy.According to the empirical study the author has drawn the following conclusions:Firstly, in the Mobile Communication Market, customer loyalty is an action outcome of three influencing factors which include service quality, customer satisfaction and trust. Secondly, all the three factors have significant positive relation with customer loyalty. Furthermore, the most influencing factor is service quality, which has far more influence than the others. The less one is trust and the least one is customer satisfaction.