电信企业流失顾客赢回机制研究——以大学生市场为例

Research on the Mechanism of Winning back Lost Customer in Telecommunications Company——Taking the College Student Market as an Example

通过调查1367个大学生样本获取的294个被赢回顾客的数据,研究信任视角下电信企业流失顾客的赢回机制。结果显示,国内三大电信企业存在不同程度的顾客流失现象,赢回流失顾客成为电信企业顾客关系管理的新工作重心;关系投资策略显著地正向影响顾客的认知信任和情感信任,并具有较大的赢回绩效,使其成为顾客赢回的重要工具;而价格促销策略则对认知信任无显著影响,但仍具有一定的赢回绩效。随着电信市场竞争日趋激烈,顾客流失率高企,设计有效的赢回策略并赢回流失顾客成为电信企业顾客关系管理工作的重要内容。

From the perspective of trust, this article studies the win-back mechanism of lost customers by using the investigating data of 294 win-back customers from 1367 college students. The results show that the three major large telecommunications providers have different levels of customer defection in China, and rebuilding the relationship with lost customers is the new and main task of customer relationship management. Guanxi investment and price promotion strategies are both important tools to win back the lost customers but play different roles. Guanxi investment strategy has significantly positive effects on cognitive-based trust and affect-based trust, thus has a larger win-back performance, while the price promotion strategy has no significant impact on cognitive-based trust but still has a certain win-back performance. Finally, the article accordingly gives the corresponding management recommendations.