A Research On Reason Of Customer Loyalty Of China Mobile Telecommunication Market

The Study discussed the significance of customer loyalty from the viewpoint of marketing development. With the competition picking up and customer contest rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. In this context, the author chose China Mobile telecommunication market as the research object and investigated the relationship between customer satisfaction, corporate reputation, switching cost 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, corporate reputation, switching cost and customer loyalty. A conceptual model, including customer satisfaction, corporate reputation, switching cost as independent variables, behavioral loyalty and attitudinal loyalty as the dependent variables, was built up and also empirically tasted, and exploratory research was also conducted.The article selected customers who received China Mobile Telecommunication service as research object. The model was tested and analyzed by SPSS 13.0 software package. The main conclusions: customer satisfaction, corporate reputation and switching cost were multidimensional variables; attitudinal loyalty significantly influences behavioral loyalty; customer satisfaction and corporate reputation significantly influence attitudinal loyalty; customer satisfaction, corporate reputation and switching cost significantly influence behavioral loyalty; corporate reputation significantly influences customer satisfaction; corporate sympathy could indirectly influence attitude loyalty and behavioral loyalty, corporate competence could not indirectly react on behavior loyalty, but through the in-between factor attitude loyalty.Based on the empirical study, the article further brought forward the customers' loyalty management strategies, which can instruct the enterprise the marketing practice and enhance the long-term profit ability.