How to Promote Customer Loyalty of Chinese Mobile Telecom Operator: Case Study of China Mobile

Abstract: Customer loyalty has been investigated in years, and its importance to corporate is understood by managers. The purpose of this paper is to find out what kinds of specific and concrete operational factors have an important impact on Chinese mobile telecom customer loyalty. Firstly, a model was established to represent the relationship between customer loyalty and its influencing factors (customer satisfaction, perceived quality, customer value, switching cost and corporate image). 11 specific and concrete operational factors were found according to Chinese mobile telecom industry which were never been studied by the pre-researchers. Secondly, a survey of questionnaire has been conducted which help to found out that the 9 factors (call quality, coverage of area, SMS quality, the convenience and reliability of Inquiring phone fee system, service quality of service center and hotline, rating price of given quality, customer’s worry of troubles after change cell phone number, social responsibility, advertisements about corporate image) have an important impact on customer loyalty on Chinese mobile telecom industry. Thirdly, separating these 9 factors into 3 groups through investigate the performance of customer loyalty in China Mobile. At last, some recommendations were given to China Mobile