Research On The Customer Loyalty And Its Influential Factors For China Mobile

With the advances of technology and the deepening reform of telecommunication system, for traditional telecom operators, not only face the internal competition of the industry, but also from OTT vendors, virtual operators and other light carriers threat.Especially under the super-saturated state of the individual market share in the communications industry, the cost of competition for new customers is bound to increase.Under this background,the communication operators want to continue to maintain the market advantage,in addition to constantly improve themselves,but also to retain the customer’s mind,that is to actively cultivate and maintain customer loyalty, so as to establish customer-centric operations system,fully tap the customer’s real needs,maintain customer relationships,and pay attention to the development of customer lifetime value.Based on this,the research on the customer loyalty of communication operators has become the focus of attention of business circles and academic circles,this paper takes China Mobile as the research object,embarked on a related study.with 205 individual customers of China Mobile as samples, this paper is based on customer loyalty and the relevant research results and combined with the status quo of China Mobile,to extract the important factors affecting customer loyalty and build the driven model of China Mobile’s customer loyalty,and propose the research hypothesis. This paper uses SPSS19.0 and AMOS17.0 to empirical analysis,exploring the effect of each factor and the specific nature of the mechanism of action.The empirical study found that the functional value of customer perceived value has significant positive effect on the customer satisfaction;the cost value has significant negative effect on the customer satisfaction. emotional value and social value of customer perceived value have direct and positive effect on customer loyalty, yet functional value and cost value have not significant direct effect on customer loyalty.Switching cost and customer satisfaction can significantly enhance customer loyalty.Customer satisfaction plays a partial mediating role between customer perceived value with customer loyalty.