Study On The Relation Of Customer Value And Customer Loyalty For Telecommunications Industry

3G era, the market environment of telecommunications industry has changed dramatically, These changes made the market much more competitive than ever before. Therefore, companies look for ways to maintain competitive advantage and sustain ever-lasting development. After experiencing the big decrease on their AUPR and profit caused by"vicious price wars", firms realized that who get hold of the customer's need, and establish firm relation with the customer, increase customer's value, maintain the customer's loyalty, who can obtain the competition advantage, establish in an unassailable position. Therefore, studying and forming customers loyalty's inherent mechanism, and how to effectively promote customers loyalty, have a good realistic meaning.Based on the relationship quality model, customer value theory and transaction cost theory, this paper mainly attempts to study the forming mechanism and driving factors of loyalty. In this paper, the customer value is divided into four dimensions: functional value,brand value,emotional value,perceived sacrifice, and finally built the telecommunications industry's customer loyalty model. Then construct a variable measuring system according to the conceptual model. In the form of a questionnaire survey to collect the required data and use SPSS17.0 to process the data, including descriptive statistics, reliability and validity analysis, correlation and regression analysis, the hypothesis was tested. Experimental results show that the customers satisfaction and trust have a positive effect on customers loyalty. Driving factors of customer value to customers satisfaction's relatively important degree, from high to low namely brand value,functional value,brand value,perceived sacrifice,emotional value. To customers trust namely functional value, perceived sacrifice, brand value, emotional value. Finally, the dissertation is based on experimental results, combined with the specific circumstances of the communications industry, put forward proposals and strategy of customers loyalty for the telecommunications enterprises.