Research On The Correlation Between Customer Complain And Customer Loyalty For Mobile Communications Enterprises Based On The SEM

With the background of the domestic mobile operators continuing to reduce the ARPU value, slowing mobile consumer growth and an annual decline in the number of users, the major mobile communications enterprises eye the business growth on the stock of especially high-end customers. Also, in the integration process of China's telecommunications industry, with the addition and then rapidly expanding its marketing campaign for China Telecom, and China Unicorn's marketing strategy to change their competitive disadvantage, how to better improve the quality of mobile communication users, reduce the extent of their complaining and enhance their customer loyalty become the main issues to be settled urgently for the major operators.This paper selects the customer loyalty which may be highly controversial for bulk users and highly dependent for mobile operators as the application background and exploringly uses structural equation modeling method to set up the relationship model between customer complain and customer loyalty of China's mobile communications corporations on the basis of the related theory, and then choose the capital city of the central branch for China Mobile Group as a source of demonstration data, and verify the rationality to the model and correctness to the model assumptions through a questionnaire survey and PLS path modeling method.In addition, because of the specific industries feature for China's mobile communications corporations, switching costs plays an invaluable role. Therefore, this paper partition the total sample by type of switching costs for the three sub-samples on the basis of distinguishing between multi-dimensional switching costs. Through horizontal and vertical comparative analysis for the three types of sub-samples model, this paper explore the different switching costs dimension's adjusting effect for the correlation between customer complain and customer loyalty, which has great of academic and practical significance for further clarifying the theoretical meaning between customer complain and customer loyalty and expanding the theory research extension of customer loyalty.Finally, combined with the conclusion, aimed at different customer groups, this article put forward correlative countermeasures and suggestions for the operators how to maximize the reduction in customer complaints and enhance customer loyalty to gain a greater competitive advantage, increased market share and higher profits.