移动客户忠诚感影响因素的研究

A study of the influencing factors of the sense of loyalty of Chinese mobile customers

本文根据目前我国移动通信市场的经营运作现状,结合国内外学者在服务营销方面的研究结论,通过对用户的问卷调查和随机访谈,进行了移动客户忠诚感与企业形象建设、产品品质提高、服务质量强化等方面的相关关系研究,并进一步探讨了真正有助于提升和稳定客户忠诚感的主要因素。结果表明,服务质量对客户态度忠诚感的影响最大,企业形象建设对客户行为忠诚感的影响最大;而商业友谊和服务的程序公平性是服务因素中最重要的两个因素。

In view of the present operating situation of Chinese mobile communication markets, and combining the research conclusion in service and marketing by experts both at home and abroad, new researches are carried out on the correlativity between customers＇ sense of loyalty and the behaviors such as the establishment of corporate identity, improvement of product quality and enhancement of service quality. The most important factor in service, indeed, contributing to the increasing and stabilizing customers＇ sense of loyalty is also further discussed by the use of questionnaire and random interview with customers. The result shows that the service quality is the most important influencing factor to the attitude and the sense of loyalty of eustomers and the enterprise＇ s image to has the greatest effect on the sense of loyahy of customers＇ behavior; in addition, the business friendship and procedure fairness are the two most effective factors in service.