The influencing factors and marketing strategies of developing telecommunication industry customer loyalty
作者:Li Li、Wengui Su、Jian Jiang
DOI:10.1145/1089551.1089697
日期:——
In this paper, we analyze the influencing factors of the customer loyalty and set up the relational assess model, then apply analytic hierarchy process to establish the relation weights which influence the customer loyalty. At last, by means of applied instances in telecommunication industry, we represent the internal relations between the influencing factor weights and the customer loyalty and put forward marketing strategies on product and customer divergences to develop the customer loyalty.
本文中,我们分析了客户忠诚度的影响因素,并构建了关系评估模型,随后应用层次分析法确立了影响客户忠诚度的各因素权重关系。最后,通过电信行业的应用实例,展示了影响因素权重与客户忠诚度之间的内在联系,并针对产品和客户分化的差异,提出了相应的营销策略以提升客户忠诚度。