Study On Customer Loyalty Based On Structured Neural Networks

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. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner.First, after reviewing related references, the thesis theoretically put forward four main influencing factors to customer loyalty. This thesis advances a conceptual model on customer loyalty in the context of mobile communication market of China and makes some hypothesis. And this thesis develops a structured neural networks modeling technique on the base of the idea of structural equation model.Second, the main analyzing methods of the demonstration study are factor analysis, principal component analysis, structured neural networks. At last, through the above research work, the main conclusions are as follows:①in the Chinese Mobile Communication Market, customer loyalty is influenced by four main factors which include customer satisfaction, customer complaints, corporate image, switching cost;②the influencing factors have different influencing degree to customer loyalty. The most influencing factor is switching cost, which is far larger than the others. The following is corporate image, customer complaints, customer satisfaction.