Constructing and Application of Customer Loyalty Measurement Model in China Mobile Industry

With competitions being intense, mobile carriers have devoted much effort into growing and maintaining loyal customer groups in order to keep profit. So, proposing and executing customer loyalty strategy is quite necessary for fulfilling customers' need. As a result, how to establish and maintain customer loyalty has become an important topic both for academic community and enterprise. What this paper study includes the following work: According to the survey, this paper analyzes customer loyalty influence factors and develops a customer loyalty measurement model. With the above research, this paper draws the following conclusions: a mobile industry enterprise can understand customer loyalty via customer behavior and emotion; also, the exit barrier, which is set by the mobile industry carrier to maintain customers, will influence customer loyalty. Moreover, the established models lead to some conclusions different from general knowledge; for example, the models show there is small but negative influence when a customer stays online in long time. Reasons for this phenomenon are analyzed and described in later paragraphs.