| The market competition among mobile operators is actually to contest the end users. End users may be devided into two parts: individual user and group users. The cotest of users could be distinguished by obtaining new users and maintaining former users, the latter one is called customer maintenance. Researching individual customer maintaince could be easily found. Mobile Communications Company is actively exploring the group user field and getting matured in electronic government affair and electronic business fields. The following essay is mainly a discussion focusing on the customer relationship maintenance under group user situation. Firstly, this essay points out that researchs on group customer maintenance is market competition among mobile operators, then explains the basic concepts of customer maintenance and its important significance. Secondly, the essay points out several problems currently existing, and analyses the causation one by one. To solve these problems, the essay goes further to analyse the four major factors that affect the group user maintenance, and introducs the dynamic model of group user maintenance, disclosing the dynamic features of the four factors: customer demisability, customer satisfaction, customer trust and cost transfer in the group users'life circle. Eventually, the thesis utilizing the generic elements of the dynamic model and integrating with the special instance of mobile communications'group user maintenance, drawing out a overall clue, strategy and measure to solve the problems. |
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