中文摘要：

培育顾客忠诚,减少顾客流失,已成为企业生存获利的关键。为帮助企业留住更多的顾客,本文以移动通信企业为例,采用问卷调研方法,考察服务使用、个体特征对顾客流失倾向的影响。研究表明,服务使用宽度与顾客流失倾向负相关,顾客年龄及受教育程度对流失倾向存在一定的影响。基于此,企业应鼓励顾客进行更广泛的服务使用,在寻找目标顾客进行市场选择时,则应更多地关注顾客的年龄及受教育程度。

英文摘要：

Customer loyalty with less customer defection has been the key to the survival of firms and their profitability.In order to increase customer loyalty and decrease the likelihood of customer defection,this article discusses the impacts of service usage and individual characteristics on the likelihood of customer defection.Results suggest that the width of service usage and the likelihood of customer defection are negatively correlated,and the level of education and age respectively has a great effect on the likelihood of customer defection.On that basis,it is suggested that managers should encourage customers to use more and more mobile services and target new customers according to the level of education and age.