Dynamic Impact Factors of Customer Lifetime Value:An Empirical Study of Mzone
With the development of mobile business,Mobile users become the core customers to mobile telecom operators.M-zone is the most potential customers to China Mobile, the biggest mobile operator in China.And the foremost task for China Mobile is how to improve and maintain M-zone CLV (Customer lifetime value).This paper aims to find which dynamic impact factors have significant affect to M-zone CLV.Firstly,19 factors are summarized and classified into four categories.Secondly,11 factors are chosen to check the significant effect to M-zone CLV.And then a questionnaire is done on the Internet,with 160 participants.The ANOVA analysis result shows that grade, gender,expenditure,number of friends, and duration have significant affect to M-zone CLV.The correlations analysis indicates income,expenditure and number of friends are positive to M-zone CLV,while grade is negative; the higher expenditure is, the higher churn intention will be.
Customer lifetime value Mobile business M-zone
Rong Liu Jiayin Qi
School of Economics and Management Beijing University of Posts and Telecommunications Beijing,P.R.China
国际会议
第八届国际移动商务会议(Eighth International Conference on Mobile Business)
大连
英文
64-69
2009-06-27（万方平台首次上网日期，不代表论文的发表时间）