Dissertation > Economic > Information Industry economy ( Zonglun,)

A Study on the Construction and Application of Customer Loyalty Model Based on Microblog

Author SunZhongYu
Tutor JiaoQuan
School Nanjing University of Posts and Telecommunications
Course Management Science and Engineering
Keywords Microblog Customer Value Switching Cost Customer Satisfaction The loyalty of Microblog users
Type Master's thesis
Year 2012
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Microblog has grown rapidly and the number of microblog users has increased tremendously in recent years. But because of the recent fierce competition and assimilation of functions and forms between microblog sites, users have more choices. So, how to cultivate the loyalty of microblog users and improve user stickiness become the primary issues that need to be considered to all microblog sites. This article researches the microblog user loyalty from behavioral loyalty and attitudinal loyalty these two dimensions which is strived according to the characteristics of microblog site itself and its users, and tries to build a model for factors affecting on the microblog customer loyalty. Based on this model, This research analyses the problems of China Mobile’s 139 ShuoKe and gives development proposals for it.By analysis some documents, learned from some website loyalty models and combined with some methods including empirical research, also according to some theories about microblog, this article explores the impact of factors affecting the strength of the loyalty of microblog users and tries to build the microblog customer loyalty factors affecting model. This article also improved the factors which have a positive impact on microblog customer loyalty.The research on microblog user loyalty influencing factors is a new research area, that there was only one reference could be found right now. This article rebuilds the value dimension of microblog users according to customer loyalty model of web portals, discusses in-depth on dimension and sub dimension, insides both theoretical and practical. According to the results of the study, this research gives development proposals for China Mobile’s 139 ShuoKe, and tries to contribute a reference to the development of microblog in our country. Besides, this research also has some short-comings, hopefully the result could provides some ideas and references for the further research of microblog.

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