An Empirical Study Of Taizhou Railcom Broadband Market Loyal Customers

With the restructuring of China’s telecommunications industry, the industry of telecommunications comes to the state of competition by three companies. The main strategy of each competitor is to manage all businesses of the industry. Since broadband services are the integral part of the whole business, user groups who consume the broadband services has become the marketing target of each company. With the homogenization of products and technologies, the customer competition will be more and more fierce.One of the key points to retain customers effectively for telecom enterprise which depends on whether effective implementation of product marketing and relationship marketing,enhance customer commitment and cultivate customers’ loyalty. Then,the product and service of telecom broadband related properties influence on customer commitment.It has an important practical significance for enterprise to retain existing customers and develop new customer by aff ecting customer loyalty through customer commitment.In this paper, we established a model that demonstrated the relationship of three factors which are the drivers of customer commitment, customer commitment and attitude intention on the basis of analysis of customer commitment relevant literature and proposed several assumptions of certain level about relationship marketing,customer losing and customer commitment. Then through the questionnaire, we got more than286copies of sample volume with deep visit to access to relevant information,on the basis of using multiple intermediary regression methods to do empirical analysis. Finally, there were the following conclusions:Offer characteristics%relationship characteristics and market characteristics of broadband service are positively associated with customer commitment.Offer characteristics、relationship characteristics and market characteristics of broadband service are positively associated with customer loyalty.Customer commitment is positively associated with customer loyalty.Customer commitment partial mediation offer characteristics and relationship characteristics influence on customer commitment, fully mediation relationship’s influence on customer commitment.