USING FACTOR ANALYSIS FOR INDENTIFYING LATENT CONTRIBUTING FACTORS OF CUSTOMER LOYALTY EVALUATION OF MOBILE COMMUNICATION ENTERPRISE

摘要

This paper described the factor analysis technique and how it could be used to identify the critical factors that determine the customer loyalty of Mobile Communication Enterprise. The procedures and concrete parameters of factor analysis were introduced in details. Study results show that action loyalty, conative loyalty, effective loyalty and cognitive loyalty are the four potential contributing factors of customer loyalty assessment of mobile communication enterprises.Subsequently, an evaluation model of customer loyalty assessment of mobile communication enterprises is provided according to the contributing factors.