Research On Customer Loyalty Management Of AC Telecom Home Broadband

Broadband network is an important strategic public infrastructure for economic and social development in the new era.In recent years,the strategy of “Broadband China” and “Network Power” issued by the State Council has provided clear objectives and top-level planning for the development of broadband network in China.With the deepening of the integration of the three networks,the competition in the broadband market has intensified,the market share has been redivided,and the market structure has been rewritten.As the leader of broadband market,how AC Telecom to do a good job in customer loyalty management,reduce customer off-line,prolong customer life cycle and keep the home market share of “broadband is the root” has become a problem that AC Telecom must study and consider.This paper takes AC Telecom home broadband customers as the research object,through data statistics from off-line customer packages,on-line time analysis of the characteristics of off-line customers;and through the way of the telephone return visits to investigate and summarize the reasons for customer off-line.At the same time,from the three main factors affecting customer loyalty: customer satisfaction,customer trust and emotion,and conversion costs,the factors affecting the loyalty of telecom home broadband customers are analyzed through the way of questionnaire survey.On this basis,this paper analyzes the current situation and existing problems of customer loyalty of AC Telecom home broadband,and proposes strategies and safeguard measures for customer loyalty management of AC Telecom home broadband.Based on the research,this paper believes that the loyalty cultivation of home broadband customers should start from the network entry,implement different loyalty management plans in different stages,and improve customer loyalty by improving three major factors affecting customer loyalty.First,to improve customer satisfaction by effectively managing customer expectations and enhancing customer perceived value;Second,to enhance customer trust and emotion by strengthening customer interaction,customer care and maintaining,and improving the brand image of telecom broadband;Third,to increase customer's off-line threshold and prolong customer's online time by upgrading customer's financial,procedural and relational conversion costs;Fourth,by strengthening the“smart family ecosphere” and “wing payment financial ecosphere” to create differentiated telecom advantages,we can enhance the non-substitutability and help expand and maintain the broadband market.At the same time,in order to realize the management of home broadband customer loyalty,we should seize the opportunities of broadband China strategy and information consumption development,deepen the transformation reform of enterprises,improve the intelligent operation ability,and provide favorable guarantee for customer loyalty management.