Research On The Customer Loyalty Of Telecommunication Industry Of 3G Period Specifying College Students As Subject Of The Study

In recent years, there have been many dramatic changes in telecommunication industry. After the recombination within the telecommunication industry, telecom operators launch the all-service operation officially, and 3G license is provided. According to the research, the cost to develop a new customer in telecom industry is fifty times than the cost to maintaining an already existing customer. In such a condition, the customer-oriented marketing strategy is a key to telecom operators urging to get the advantage position in the whole business. And how to facilitate the loyalty of customers becomes a problem demanding prompt solution.College students belong to the most energetic social group with the characteristics of high efficiency at information spreading and good command of the internet. The improvement of customer loyalty degree of this social group will pose a better reputation for the company and it is also helps the spreading of the reputation. Based on the above factor, the research mainly focuses on analyzing customer loyalty of college students and creating a model for customer loyalty study. With former documents relating to customer loyalty research as theory basis and further realization of the current situation in telecom industry and the characteristics of college students as a specific social group, a model is created after the thorough analysis on the factor of customer satisfaction, emotion barrier and reliability. Based on this model, a questionnaire is given to birth. Using Spss software, I analyze the reliability and validity of dated collected. After conducting hypothesis tests and examining relationships among variables by regression analysis, I finally adjust the model of customer loyalty of college students. Thus I can provide some strategic suggestions for improving customer loyalty.