The Demonstration Research On The Influence Factors Of The Brand Of Mobile Phone Customer Loyalty

Along with the expanding of mobile communication business and the continuous increasing of demand for mobile phones, our country's mobile phone market develops quickly; the mobile phone industry has become one of pillar industries of the nation economy gradually. Along with this quick development, the contest between the mobile phone enterprises for customers is also gradually vigorous.If the mobile phone manufacturing enterprises want to obtain the competitive advantage; they must pay attention to customers' satisfaction and customers' loyalties .Now customer loyalty has become a hot topic for both marketing practitioners and scholars. To study the influence factors of customers' loyalty can help the enterprises understand the customers' loyal behavior and improve the level of customer relation management and retain more customers with lower costs.Standing in the customers' standpoint, basing on the former research on customer loyalty, and combining the concrete condition of the mobile phone industry, this article sets up the concept model of factors influencing the brand of mobile phone customer loyalty.And according to the demand for the thesis, the author designs a questionnaire of the customer brand loyalty to investigate and to research the honest influence factors of customers using the substantial evidence. First the thesis is from the industry background and theoretical background two aspects to analysis and put forward the important meaning of study the customer loyalty for the mobile phone enterprises, and introduces the research method and thinking way of the thesis.Then it introduces the related theories about the customer brand loyalty, including a series of related concept and the customer brand loyalty research method and models existing currently.It also analyzes the general influence factors of the brand loyalty.And it also introduces the mobile phone industry's developing condition in our country currently and analyze the customer characteristic, customer consuming mode ,consuming mental and the form of the mobile phone customers loyalty.Through the analysis to the the result for the research on customer loyal theories and customer brand loyal models, combining the mobile phone customers' consuming characteristics, writer has withdrown each kind of factors that affect brand loyal and builded up the concept model of factors influencing the brand of mobile phone customer loyalty, and put forward the research assumption,by designing questionnaire and collecting data, and analyzing the investigaition results with SPSS, checking up the hypothesis, enduced the relationship between the influence factors and the brand of mobile phone customer loyalty.According to the demonstration results, the conclusion is mainly including several points as following :(1) The concept model of factors influencing the brand of mobile phone customer loyalty that the thesis establishs is fundamentally tenable. (2)In the assumption model only two factors including environment facilities and the mobile phone purchasing cost are not notable interrelated with the brand of mobile phone customer loyalty; other factors are all notable interrelated with it. (3)The four main factors that affect the brand of mobile phone customer loyalty according to the high and low alignment of its importance respectively are: Brand image, mobile phone function, the service quality and consumption cost.