An Empirical Investigation On The Influencing Factors Of Telecom Service Brand Loyalty Based On M-Zone Users

With the competition picking up in the marketing place, not only the focus of competition has shifted from product based to brand based but also the focus of marketing has shifted from product oriented to customer oriented. Customer brand loyalty has stand on the frontier of the marketing research and practice and has been studied by many researchers. In this context, the author chooses telecommunication industry as the research object and investigates the relationship between service quality, customer satisfaction, perceived value, corporation identity and telecommunication service loyalty on the basis of lots of literature. It is expected that the explanation of how these factors affect customer brand loyalty will be useful to both in theory and in practice.The main focus of this paper is to investigate the relationship between service quality, customer satisfaction, perceived value, corporation identity and telecommunication service brand loyalty in Chinese telecom industry. A conceptual model, including service quality, customer satisfaction, perceived value and corporation identity as independent variables as well as telecommunication service loyalty as a dependent variable, has been built up and empirically tested, and exploratory research has also been conducted.The author selects customers who are using M-Zone brand, a brand of China Mobile Telecommunication Corp., Ltd. as research objects to acquire research data by means of convenient sampling. The data collected is analyzed and tested by SPSS13.0 and AMOS5.0 and we find that: (1) Service quality and corporation identity are multidimensional variables; (2) The formation of telecommunication service loyalty is the result that several factors act on together. The direct effects of service quality, customer satisfaction, perceived value and corporation identity on telecommunication service loyalty are supported, and service quality, perceived value and corporation identity affect indirectly telecommunication service loyalty through customer satisfaction respectively.According to the conclusions, an integrated investigation of the interrelationship between the five variables helps to understand the role of service quality, customer satisfaction, perceived value and corporation identity in the formation of telecommunication service loyalty. While considering the complexity of the influencing factors of telecommunication service loyalty and the limitations of samples and statistic analysis technology, the research conclusions can not be deduced to the whole service-consuming market. Thus, we should further investigate this model and improve the generalization of the research conclusions in future research.