A research of telecom operators' social channel loyalty

摘要

Social channel is the main component of telecom operators' marketing channel. Channel loyalty has become an important issue of telecom operators' channel management, with especially significant research and practical value under the environment that competition increases and services homogenates seriously among three full-service telecom operators. In order to study the connotation of channel loyalty, relates to existing research about loyalty and enterprise investigation, general concept of channel loyalty is defined, structure model is established, measurement method of the channel loyalty is set up and empirical analysis has been done.