移动通信市场上感知服务质量对顾客忠诚度的影响研究

Perceived Service Quality in the Mobile Market:Its Effect on Customer Loyalty

顾客忠诚度是近年来营销学界研究的热点问题之一,也是关系营销中最为重要的因素。顾客忠诚度作为无形资产,对企业的生存与发展起着至关重要的作用,它既可以提高企业利润,也可以增强其竞争力。对顾客忠诚度及其影响因素进行考察,可以为面临激烈竞争的延边地区移动通信公司树立有效的关系营销战略提供借鉴。

In recent years,customer loyalty has become a hot issue in the marketing circle,as well as an important factor in relationship marketing. As an intangible asset,it greatly affects a company＇s survival and development. In fact,it can improve both profits and competitiveness of the enterprise. A study of customer loyalty and the relevant factors can provide some enlightenments for the mobile company＇s relationship marketing strategy in Yanbian,which faces keen competition.