Research On The Relationship Between Service Recovery Offset And Customer Loyalty Of The Telecom Enterprises

In China the telecom competition of product turn to brand as China telecom operators'reorganization and the unceasingly intensifies market competition. At the same time, because of communications market has become increasingly saturated, the speed of the customer growth in telecommunication become slowly and the increasing competition of the occupation of the customers among the enterprises ,the operators pay more attention to customer loyalty and to establish long-term stable relationships with customers .The customer loyalty is also becoming increasingly important to enterprises. Because of loyal customers can bring higher value to the communication enterprise and save the communications enterprise's marketing costs at the same time. Foster and maintenance loyal customers base sure has become the important market strategy for each mobile operators to win in the market competition. However, there still exist different points of view about the factors which infected the customer loyalty in service industry. Most of the study of the effect of the service recovery offset to customer loyalty are gathering on the perception of the customer justice and also the enhance of customer loyalty in practice for the telecom operators.On the basis of the discussion of the service quality , customer satisfaction and customer loyalty through the relevant research of service quality ,service offset and loyal service determinant research to learn and understand of the domestic and international scholars ,this research will discuss and study the different samples data of a same target which have some correlativity .Making a judgment of the effectives to this resolve. Establishes the study model of the service missing offset and customer loyalty which is combining with the communication industry's characteristics and puts forward the hypothesis in the research model of service quality between service offset and fair theory , customer satisfaction and loyalty correlation study. And then formed the scale of this study based on the variable measurement system which are constructed on the conceptual model which was constructed in this study. The data of this research was collected by questionnaire investigation with the form of a telephone interview .Then the data was analyzed with SPSS16.0. All the analysis which was done including the descriptive statistics analysis, Reliability Analysis,Validity Analysis,Correlation Analysis , Regression Analysis and contingency Analysis of the model variable .And then tested and fixed the model and the hypothesis on the base of these analysis. Finally got the affection mechanism about the telecommunication services factors for missing offset loyal service model .At the end of the research we will give the suggestions and measures to gain customer satisfaction, ultimately achieve customer loyalty via improving service quality by taking the offset of the lack of service according the situation and the characteristics of the communication industry.