基于PLS-SEM模型的电信客户忠诚度研究

本文运用PLS-SEM(Partial Least Square -Structural Equation Model)方法,建立客户忠诚度评价模型,探索各变量对客户忠诚度影响程度的大小,从而定量地研究电信企业在哪些方面改进可以提高客户忠诚度.实证研究表明,企业形象和客户满意度在很大程度上会影响客户忠诚度,同时,感知价值比感知质量对忠诚度的影响更大.

A study of telecommunication customer loyalty based on PLS-SEM

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 corpo- rate 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.