Research On Mobile Instant Messaging Customer Retention Model

The mobile Internet to promote the development of many of the traditional Internet business is gradually transferred to the mobile Internet. Mobile instant message(IM) and the Internet instant message business it has a strong continuity in business types, but also has the characteristics of mobility, seamless and fragmentation, etc that the traditional Internet haven’t. At the same time, mobile IM is an important entrance of the mobile Internet applications, many providers include handset makers, software developers and Internet enterprises hope that through the control the mobile IM market that the entry of the mobile Internet to win the war of the mobile Internet. And in the face of the increasingly intense competition due to the homogeneity between mobile IM service phenomenon is serious, enables users there are dangers that transfer from time to time. Therefore, mobile IM service provider in the efforts to attract new users, also faces to reduce user "silent", ensure that users continue to use. For mobile IM service provider, to retain the existing users, it is necessary to enrich its content and function, develop the user’s potential needs, reduce user silence, improving customer value. And how to understand the core values of customer, provide value for customers, retain existing customers, system targeted retention customer strategy, has become the main purpose of this study.This paper, based on the perspective of customers, mainly discusses the main factors influencing customers mobile IM use. on the basis of through to reading a large number of domestic and foreign research literature, this paper extended the Cronin’s the quality, value, satisfaction model, and in combing and summarizing the existing theory of customer retention and influencing factors of the literature on the basis of combination with the characteristics of mobile IM,select customer satisfaction, customer value, service quality, switching costs and network externalities the five factors. To build a mobile IM customer retention model.Through the questionnaire survey method to collect data, and using empirical research method, discusses the customer satisfaction, customer value, service quality, switching cost, network externality and switching costs and service quality dimensions variable impact oncustomer retention. Conclusions are drawn as follows:①the service quality has significant effect on customer value and customerretention. In which interactivity, content quality has a significant influence on customervalue, real-time main influence customer satisfaction, and security has a directsignificant impact on customer retention.②customer value impact on customer satisfaction and customer retention havesignificant effect. In this article, customer satisfaction on customer retention effect is notobvious.③the user’s perception of the conversion cost affect customer satisfaction,customer value and customer retention. Compared with other variables, and switchingcosts impact on customer retention coefficient is the largest. At the same time, theswitching cost of social relations transformation cost and profit loss cost to customervalue and customer retention have direct impact, and the application switching costeffect is not obvious.network externalities on customer value, satisfaction, and customer retention havesignificant influence.