Study on Customer Loyalty and Influential Factors in Mobile Telecommunications

Abstract

Customer loyalty is very important to telecommunication operators, and this paper intends to find out the influential factors of customer loyalty for mobile services. The paper first clarifies the meanings of customer behavioral loyalty and attitudinal loyalty, and analyzes the main driving factors of customer loyalty. It then constructs an effective mechanism model for customer loyalty programs, and by empirical analysis, finds out the relationships between customer loyalty and factors such as customer satisfaction, switching costs, and relationship trust.