移动客户忠诚感影响因素的研究

Acta Metallurgica Sinica(English letters)

移动客户忠诚感影响因素的研究

李丹贾怀京

北京邮电大学经济管理学院

收稿日期:2005-10-03 修回日期:1900-01-01 出版日期:2006-01-30

AstudyoftheinfluencingfactorsofthesenseofloyaltyofChinesemobilecustomers

LI Dan; JIA Huai-jing

School of Economics and Management; BUPT

Received:2005-10-03 Revised:1900-01-01 Online:2006-01-30

摘要/Abstract

摘要： 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。

关键词: 服务公平, 商业友谊, 客户忠诚感, 移动通信客户

Abstract: 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 ...

Key words: servicefairness, businessfriendship, customerssenseofloyalty, mobilecustomers

中图分类号:

F626.3

李丹贾怀京. 移动客户忠诚感影响因素的研究[J]. Acta Metallurgica Sinica(English letters).

LI Dan; JIA Huai-jing. AstudyoftheinfluencingfactorsofthesenseofloyaltyofChinesemobilecustomers[J]. Acta Metallurgica Sinica(English letters).