The Research On The Improvement Of 4G Customer Loyalty Of Jiangxi Mobile Company

With the rapid development of China’s communication industry for nearly 10 years and 2014 4G technology,introducing it,the communication market of China ranked as one of the world’s development the fastest,largest stock communication market,telecommunication industry has become one of the rapid development of the national economy an important engine of.In December 4,2013,the Ministry issued a formal 4G license,the three operators simultaneously received the first batch of 4G licenses,TD-LTE standard.In February 27,2015,the Ministry of the two licensing,the only China Telecom,Chinese Unicom issued second 4G business license,FDD-LTE license.4G national official business is over 1 year of much time,as of July 2015 China Mobile 4G network customers has reached about 1.9 billion,Jiangxi 4G mobile customers exceeded 600 million;among them,China mobile operators of TD-LTE is China’s own 4G standard,and has became the international standard,and the other two operators mainly operating fdd-lte standard;operators of the competition has been fully shifted the main battlefield of 4G.Based on the theory of market competition pattern,to promote smooth and our customers get the recognition TD-LTE standard China’s independent intellectual property rights of TD-LTE is a key position in the international establishment;it is in Jiangxi competitive strategy 4G mobile market environment and 4G enhance customer loyalty,will be China’s telecommunications industry has a profound significance.Meanwhile,Jiangxi Jiangxi Mobile as the largest telecommunications operator,wants to maintain its leading position in the 4G market,to achieve sustainable development,we must adhere to the customer-oriented,and business services leading strategy,targeted to improve product and service quality,improve customer loyalty and net Promoter Score to achieve 4G market share continue to climb.Therefore,this paper mainly for Jiangxi Mobile 4G strategy to enhance customer loyalty research.Firstly,through the interpretation of customer loyalty theory,combined with customer loyalty and satisfaction,relevance,Jiangxi Mobile 4G preliminary build customer loyalty research model;and guidance based on the model and historical experience,to carry out the status quo of Jiangxi 4G mobile customer loyalty the survey,according to survey data on Present Situation of Jiangxi 4G mobile customer loyalty in-depth analysis,summarized the problems and impact of mobile 4G customer loyalty a key element in Jiangxi,which is proposed to enhance customer loyalty strategies.In this paper,comparative analysis,questionnaire,trend analysis and quantitative analysis method that’s growing in 4G,network quality,tariff levels and quality of service is the most critical factor in the impact of customer loyalty,the integrated use of management,economics and psychology knowledge,according to the questions,a comprehensive analysis of the problem,problem-solving thinking research.Finally Jiangxi Mobile 4G customer loyalty problems in accordance with the satisfaction and loyalty,the consistency of the performance dimensions are proposed corresponding improvement strategies.