我国通信业客户忠诚驱动因素研究

客户忠诚指客户行为的持续性,它对确立企业的核心竞争力具有重要影响。文章认为,客户忠诚是内外部环境因素共同作用的结果。而通讯服务质量、信任、转网成本、员工忠诚是影响通讯业客户忠诚的重要因素。其中,良好的通讯服务质量是维系客户忠诚的保障;信任是客户再购买行为产生的前提;转网成本对通讯业客户忠诚有着不可忽视的影响;员工忠诚有助于客户忠诚的建立。我国通讯运营商要建立客户忠诚,必须以客户导向的营销理念作为企业经营管理的主导思想;加强技术创新,为客户提供全方位的优质服务;与客户之间建立相互信任的合作关系,为长远合作奠定基础;提高转网成本和员工忠诚度,为建立客户忠诚打下坚实的内部基础。

Driving Factors of Customer Loyalty in Telecommunication Industry

Customer loyalty means the durability of customers' action,and it is very important for the enterprises to build up their corn competitiveness. The author maintains that customer loyalty is the result of jointly action of internal and external causes. Such factors as quality of telecommunication service,trust,network switching cost and employee loyalty are the important factors that will influence customer loyalty in telecommunication industry. Among all these factors,good quality of telecommunication service is the guarantee for the maintenance of customer loyalty;trust is a prerequisite for customers' repurchase;network switching cost has the effect that we can not overlook on customer loyalty in telecommunication industry;employee loyalty will help build customer loyalty. To build customer loyalty,China's telecommunication operators should regard the customer-oriented marketing idea as the dominant ideas for enterprises' operation and management;strengthen technological innovation,provide their customers with high-quality service;establish cooperative relationship with customers,and lay a solid foundation for long-term cooperation;raise network switching cost and employee loyalty,provide a solid foundation for the building of customer loyalty.