Research On3G Service’s Customer Loyalty Of Tangshan Branch China Unicom

In early2009, the Ministry of Industry and Information Technology issued3G licenses. Through the transformation and restructuring among ChinaUnicom, China Mobile and China Telecom, the3G services market competitionofficially opened the prelude. The last two years, the competition intensified.The three telecom operators have launched a lot of new product to show thenew service, using a variety of ways to compete for3G market share.This situation still exists in Tangshan City. It is a new and full competitivebusiness, and a rich potential profitable main business for Tangshan branchChina Unicom. They must win this3G service competition for Tangshanbranch China Unicom to have a healthy, stable and harmonious development,however, in the past two years, the development of Tangshan branch ChinaUnicom3G services has made brilliant achievements, but also revealed manyproblems. The churn rate and the turnover rate remains high. The increase incustomer complaints, alternative threats of goods etc, are a serious threats toChina Unicom3G service. They all treat the currently dominant position ofTangshan branch China Unicom. In this situation, this paper proposes toimprove Tangshan branch China Unicom3G services customer loyalty to solvethe current problems encountered.The paper is divided into five parts.The first part is the introduction. This section presents the background andsignificance on the customer loyalty of3G service, and research frame work ofthis article;The second part is related theoretical overview. This part comprehensiveproposes customer loyalty concepts, enhance customer loyalty advantage andthe influencing factors of customer loyalty;The third part is the overview of Tangshan branch China Unicom3Gservices. This part comprehensive proposes the Tangshan branch ChinaUnicom3G services’, products, processes and services, and then proposesTangshan branch China Unicom3G services’ advantages and opportunities,as well as weaknesses and threats encountered, At last, this part proposes the fundamental way to solve the current threats.It is to enhance customerloyalty of Tangshan branch China Unicom3G services;The fourth part is data analysis. This part proposes the impact model ofcustomer loyalty, defines the independent variable and the dependent variableon the basis of3G services’ theory. And then using the SPSS17.0analysissoftware to conduct a comprehensive analysis;The fifth part is the countermeasures to improve3G service customersloyalty. This part proposes recommendations and countermeasures based onthe previous analysis, in order to improve the company’s customer loyalty andenhance the company’s comprehensive strength and competitiveness of thebrand.