Customer Relationship Drivers Of Research And Empirical Analysis - For Example, The Telecommunications Industry

This study aimed to the exploration of the structure of customer relationship drivers, customer relationship value for providers and the relationship between the drivers and relationship commitment and relationship value. Meanwhile, we researched the conditions of these factors.Case studies were used in our research work and 116 customers of telecom industry in Hangzhou city ,China were investigated. Our hypothesis was largely supported by the statistics. After revision of our hypothesis we made the conclusion as following:1. Customer relationship drivers consist of trust, relational benefits, satisfaction and bond. Trust is one dimension of trust, relational benefits include social and economical benefits and psychological benefits, satisfaction includes service satisfaction and product satisfaction (or core service satisfaction), bond includes convenience bond, economical and technological bond and law bond. Critical events is contained in trust, switch cost and perceived substitution are not in the structure of customer relationship drivers.2. Relationship commitment is the central variable of customer relationship.3. Customer relationship value includes three dimensions: strong cooperation, increased investment and acceptance of tactics. Strong cooperation includes: proposal, retention and recommendation; Increased investment includes: repeatedly and cross purchase and more share of wallet. Acceptance of tactics includes: tolerance of high price and mistake and resistence of lure of competitor.4. Trust imposes on customer value through relationship commitment.5. Relational benefits impose on customer value through relationship commitment.6. Satisfaction imposes on customer value through relationship commitment.7. Convenience bond impose on customer value through relationship commitment. Economical and technological bond imposes on strong cooperation through relationship commitment, and has no impact on increased investment and acceptance of tactics. Law bond imposes on increased investment through relationship commitment, and has no impact on strong cooperation and acceptance of tactics.8 . Perceived substitution has no impact on relationship commitment and relationship value.9. Relationship orientation has impact on relationship drivers, relationship commitment and relationship value.10. Relationship stage has impact on relationship drivers, relationship commitment and relationship value.