| 移动通信客户保持及其决定因素实证研究 |
| |
| 引用本文： | 梁波,吴俊峰,舒华英.移动通信客户保持及其决定因素实证研究[J].北京邮电大学学报(北京邮电大学学报),2005,7(4):35-40，68. |
| |
| 作者姓名： | 梁波 吴俊峰 舒华英 |
| |
| 作者单位： | 1. 北京邮电大学,经济管理学院,北京,100876
2. 中国移动福建省漳州分公司,福建漳州,363000 |
| |
| 摘 要： | 本文站在移动运营商的角度,在现有研究的基础上提出移动客户保持要以客户价值保持为核心.通过深度访谈的方式总结了影响移动客户保持的诸因素.以便于运营商实际操作为目标,通过问卷调查和客户消费数据分析等方式在某移动运营商的三个品牌客户细分中的调研,对建立移动客户保持的结构方程理论模型进行了实证分析.研究得到了各关键因素对客户保持的作用关系,并依此提出对移动客户保持管理实践的建议.
|
| 关 键 词： | 客户保持 客户忠诚 移动通信客户 结构方程模型 |
| 文章编号： | 1008-7729(2005)04-0035-06 |
| 收稿时间： | 2005-6-23 |
| 修稿时间： | 2005年6月23日 |
Experimental research on mobile customer retention and its determinants |
| |
| LIANG Bo,WU Jun-feng,SHU Hua-ying.Experimental research on mobile customer retention and its determinants[J].Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition),2005,7(4):35-40，68. |
| |
| Authors: | LIANG Bo WU Jun-feng SHU Hua-ying |
| |
| Institution: | School of Economics& Management, BUPT, 2. Zhang zhou Subsidiary Company, China Mobile |
| |
| Abstract: | This paper illustrates the concept of mobile customer retention from the point of view of mobile operators.A theoretical model of mobile customer retention is established by the structure equation modeling,and is experimentally tested in three brands of a mobile operator with the help of questionnaires and the analysis of mobile customer consumption data.The results show the determinants' effects on mobile customer retention and their interrelations.Practical suggestions on mobile customer retention management are also discussed. |
| |
| Keywords: | customer retention customer loyalty mobile customer structure equation modeling |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
| 点击此处可从《北京邮电大学学报(北京邮电大学学报)》浏览原始摘要信息 |
| 点击此处可从《北京邮电大学学报(北京邮电大学学报)》下载免费的PDF全文 |
