An Empirical Study On Influencing Factors Of Undergraduate Mobile Switching Tendency Based On Customer Satisfaction

Chinese telecom market has formed a"three full"intense situation since restructuring of telecommunications industry, the approach of technology and assets for China Mobile, China Unicom, China Telecom lead to the competition will be further intensified. Hence many companies begin to realize customers as an important asset. The attributes of mobile communication industry is decided by the characteristics of it and customers are an important assert. While companies face the fierce market competition and rising customer expectations, how to stable the stability mobile operators'customers , how to try to tap the potential customers ,how to analyze and grasp the customers'satisfaction and changeable behavior, it is very important for mobile operators to build their own core competitiveness and base on their characteristics to guide and meet consumer needs.The passage takes the theory of customer satisfaction and relevant changeable as a guide, further more it combines with a special consumer group-university students and characteristics of mobile communication market, finding reasonable methods to construct six factors: communication quality which is satisfied by customers, charges, service protection, advisory complaints, consumer convenience and corporate image. What is more, these six factors were assumed the relationship of customers'changeable orientation. The conclusions come out from testing the empirical data: satisfied of customer effect on the tendency of customers'changeable, the role of communication in which poor quality, service assurance failures and corporate image consulting complains can encourage customers tend to change their choose, tariff structure is not unreasonable and customer service is not facilitate have no significant effect.The thesis establishes a model, it describes the relation of satisfied of customer and customers'changeable for a special industry and a special consumer group and explores relationship between them. The conclusion of research helps the mobile communication companies to analyze the reason of customer tend to change choose so as to reduce this behavior and improve customer retention.