Analysis And Countermeasures Research Of The Effect Of Commercial Friendships On Customer Churn Of Telecom Enterprises

With the coming of the 4G era, competition among telecom enterprises becomes fiercer and fiercer. The resource of stock customers has been the basic of the telecom enterprises to survive in the market, and it deservedly has become the core of the telecom competition. Therefore, all the telecom enterprises pay more and more attention to establish a long-term stable relationship between them and customers, and do hard to keep it healthy. The commercial friendship is exactly such a long-term friendly cooperative relationship between enterprises and their customers. Based on this background, this paper takes the commercial friendships into the research on customer churn of telecom enterprises, and analyzes how the commercial friendships impact on customer churn of telecom enterprises. Then, according to the results of the analysis, this paper puts forward some related suggestions for the management and development of customer relationship of telecom enterprises in the 4G era.Firstly, this paper summarizes the research achievements about customer churn and business friendship by reading and arranging the existing related literatures, and extracts three main factors of customer churn: customer satisfaction, customer loyalty and switching barriers, and analyzes the relationship between commercial friendship and customer churn. Then, this paper redefines business friendship and customer churn and its three main influencing factors by combining with the characteristics of telecom enterprises. According to the existing research results, this paper analyzes the relationship between the variables, and puts forward the research hypothesis and build hypothesis model. Finally, this paper analyzes the relationship between each two variables by an empirical analysis method, and erifies all the hypothesis one by one. The analysis results show that, in telecom enterprises, commercial friendships have significant positive impact on customer satisfaction and switching barriers, and take an important negative effect on customer churn through them.