Empirical analysis on the forming model of customer loyalty: the case study of mobile communication service

Customer loyalty has been advocated as an easier and more reliable source of superior performance. To improve customer loyalty, firms initiate a variety of activities, including programs on satisfaction and complaint management. However, in understanding the relation between satisfaction and loyalty, the forming mechanism of loyalty has not been explained reasonably in academe, so there are supposes that the formation of loyalty might include other factors except for satisfaction. Through the research methods such as qualitative interview and questionnaire survey, this paper generalized the drivers and their influencing mechanism on loyalty. Based on the previous papers, the paper tries to construct the forming model of customer loyalty. In the case of mobile communication service, it demonstrates the interior relation among satisfaction, relationship trust and switching cost and their influencing mechanism on loyalty, and analyzes the modulating mechanism of the scene factors on loyalty. The conclusions provide reference for the mobile communication corporation to establish customer relationship management strategies.