关键词: PLS-SEM模型, 客户满意, 客户忠诚, 电信企业

Abstract: In order to help telecommunication corporations to improve customer reservation, this paper proposes a Telecommunication Customer Loyalty Model based on Partial Least Square-Structural Equation Model（PLS-SEM）to test customer loyalty. It analyses the relationship between different variables and their influence on customer loyalty, then helps corporations to find ways to improve customer loyalty. The results show that corporate identity and customer satisfaction have significant effects on customer loyalty and the perceived value has a much more significant effect than the perceived quality on customer loyalty.

Key words: PLS-SEM, customersatisfaction, customerloyalty, telecommunicationcorporation