哈尔滨移动通信服务质量对顾客忠诚影响的实证研究企业管理专业论文.docxVIP

哈尔滨工业大学管理学硕士学位论文 哈尔滨工业大学管理学硕士学位论文 哈尔滨工业大学管理学硕士学位论文 哈尔滨工业大学管理学硕士学位论文 - - PAGE IV- - - PAGE III - Abstract With rapid development of the competition and product homogeneity in mobile communications market, more and more companies recognize that the value of customer loyalty is important for mobile communications company. Based on previous research of the theoretical scholars, the cost to develop a new customer is 5-10 times of maintaining an old customer. Loyal customers have become a major source of profits. Improving the quality of service and customer loyalty on mobile communication service becomes an important strategy of mobile communication service enterprises in the market. To take effective strategy improve the service quality, the customer satisfaction and loyalty in mobile communications industry has become a problem of mobile communications company and operator to be solved in China. In this paper, we take the mobile communications market in Harbin as the research objects, take theoretical literatures research and empirical survey research, and construct a relational model with service quality, customer satisfaction and customer loyalty. We use statistics analysis software of SPSS 16.0 and a structural equation modeling software of Amos 7.0 to take exploratory factor analysis, confirmatory factor analysis and model hypothesis testing. We use 289 effective samples in Harbin mobile communications company. Based on data analysis of the samples, the following three perspectives have been comfirmed: (1) The service quality of mobile communication are made up of tangibles, reliability, responsiveness, assurance and empathy. (2) Service quality has not only significantly direct positive impact on customer loyalty, but also significantly indirect positive effect on Customer loyalty through customer satisfaction. In addition, the impact of various dimensions of service quality on service loyalty of the mechanism is different. (3) Customers overall assessment of a