Gy Unicom's Mobile Customer Churn Analysis And Countermeasures

Along with the development of the telecom industry and drastic competition, traditional market strategies focus on technology driving and selling products have been gradually replaced by strategies focus on customer-oriented and service. It means that customer resource has become the key of the enterprises'competition. The drastic competition leads subscribers to stay in unstable state. Telecom providers confront with such a serious problem--customer churn,how to prevent customers from leaving and carry out retainment has become one of the focuses telecom operator should pay attention to. This paper take GY Unicom Company as object, researches the mobile customer churn problem.Based on questionnaire, combining the real situation of the GY Unicom Company, this paper makes a thorough and meticulous investigation on the reason causing customer churn, and uses SPSS8.0 statistic software analyzing the score and the importance of each service factor, as well as their impact on customer satisfaction and loyalty. Meanwhile, this paper tests the otherness of the sample according to different sex, age, area and so on.According to the results of the research, the author gives following suggestions to GY Unicom Company: The strategic significance of customer retention should be realized. The key factor which affects customer churn must be paid much attention to. Price strategy must be used flexibly. The company should increase customer transferring cost and try to enhance customer satisfaction and eventually win customer loyalty and then enlarge the trade volume of current customers as well as promote customer retention through efficient customer relationship, as a result, economic efficiency of the company could be added more and more, and at last, the continual competitive advantage could be obtained to welcome the challenges under new situation.