Telecom Service Brand Loyalty Research

With the competition of the telecommunication industry picking up in the marketplace, the focus of competition has shifted from product-oriented to brand-oriented. Operators have been attaching more and more importance to the brand construction, and switching the marketing strategies from product-oriented to customer-oriented. In the meantime, as the market is getting close to saturation, competition of customer resources between different operators turned from the incremental market to the stock market. Operators think highly of establishing long-term and steady relationships with customers. Loyal customers not only give greater value but also save marketing costs for the operators. Customer loyalty is critical to the operators, so cultivating and keeping loyal customers become the very important competitive strategies of operators.Scholars have held different views on the influencing factors of service brand loyalty and its mechanism. Based on the theories and models related with service loyalty, this paper studies influencing factors of telecom service brand loyalty . It presents the constructive and influencing mechanism for telecom service brand loyalty, through empirical method and SEM. Finally, the paper gives suggestions and advices to communication enterprises to manage their brand loyalty.