Research On Staff Loyalty Promotion Of China Mobile Xiangyang Branch From The Perspective Of Psychological Contract

With the advent of the era of knowledge economy,talents have become the main propellant of economic growth in various countries,and international competition has evolved into talent competition.The mobile communication industry is a knowledge-and-technology-intensive industry,whose development is highly dependent on talents.It can be said that the talents have become a key factor for operators to have sustainable competitive advantages in the communication industry,and the competition among communication operators has evolved into talent competition.At present,China's communication operators have further accelerated their transformation from the initial network operation to the business and comprehensive information service operation,and the reform and transformation of communication operators have kept deepening.As a result,the re appears a greater need of communication talents and a higher requirement on the qualities of company staff,which at the same time,also brings about new requirements and challenges of efficient talent management to China Mobile.With the increase of market share and the intensification of competition in the industry,Xiangyang Branch of China Mobile is now confronted with more and more challenges.One of the most grim challenges is the massive loss of talents.In recent years,the turnover rate of the company has remained high.According to incomplete statistics,the turnover rate of some departments has even reached 30%.Of the employees who left their jobs,65% of them have a work duration within 5 years,and the number may keep increasing.As the commercial use of 5G looms ahead,the implementation of relevant 5G pilot projects and supporting work becomes imminent,and the stability and loyalty of professional personnel becomes particularly important.In the face of numerous plans for infrastructure network construction and supporting resource deployment,only by ensuring the employee loyalty to the company,can various tasks be effectively implemented.Today,how to retain talents and enhance employee loyalty has become the key for Xiangyang Mobile Branch to attain sustainable development and achieve leadership in the 5G market.As a supplement to the traditional economic contract,it plays an invisible role in regulating and linking between the company and its employees,psychological contract plays an important role in maintaining employment relationship,and training and enhancing employee loyalty.Therefore,it is of great significance to explore the strategies to improve employee loyalty in Xiangyang Branch of China Mobile from the perspective of psychological contract.From the perspective of psychological contract,this paper has studied the improvement of employee loyalty in Xiangyang Branch of China Mobile.First,this paper introduces the relevant theories and concepts on the basis of the rele vant literature at home and abroad.Second,this paper uses questionnaires to analyze the status quo and problems of employee loyalty in Xiangyang Mobile.Third,through empirical investigation and analysis,as well as information,validity and factor analysis,this paper has carried out correlation analysis and regression analysis on the employee psychological contract and loyalty of Xiangyang Mobile,and drawn the conclusion that there is a positive connection between psychological contract and employee loyalty.The study shows: transactional psychological contract,relational psychological contract and growing psychological contract have significant positive effects on loyalty.Then,according to the results of empirical analysis,this paper puts forward strategies to enhance employee loyalty of Xiangyang Mobile from the perspective of specifying clear career planning,providing stable work and fair competition environment,respecting and trusting employees,and giving appropriate spiritual rewards.Later,the paper presents measures to guarantee the improvement of employee loyalty from four aspects: fostering a good company culture,establishing scientific training system,developing efficient communication mechanism and fully implementing the life cycle of psychological contract.At last,the paper gives the conclusion,deficiencies and prospects of the research.