Pinacol coupling of aromatic aldehydes mediated by TiCl3-Mn-EtOH under ultrasound irradiation

Article abstract of DOI:10.1145/1089551.1089697

Pinacol coupling of aromatic aldehydes and ketones by TiCl ₃-Mn-EtOH under ultrasound irradiation can lead to the corresponding pinacols in 16-86% yields at room temperature.

Full text of DOI:10.1145/1089551.1089697

The Influencing Factors and Marketing Strategies of
Developing Telecommunication Industry Customer
Loyalty: Based on Analytic Hierarchy Process
LILi
Wengui SU
Collage of Mechanical
Engineering,Guangxi
University,Nanning Guangxi
530004,PR China
Jian JIANG
Graduate of Mechanical
Engineering,Guangxi
University,Nanning Guangxi
530004,PR China
Collage of Mechanical
Engineering,Guangxi
University,Nanning Guangxi
530004,PR China
+86-0771-3272056
+86-0771-3272056
+86-0771-3272056
lilxs@263.net
comb0616@sina.com.cn
kitty16611@163.com
focus and keys of the competition. It is necessary to establish a
scientific, reasonable and easy handled indicator evaluating
system. Establishing the weights of indicators using suitable
methods, the telecommunication industries will get theoretic
basis to carry out market development. This paper studies and
analyzes the customer loyalty of telecommunication industry
based on the analytic hierarchy process.
ABSTRACT
In this paper, we analyze the influencing factors of the customer
loyalty and set up the relational assess model， then apply
analytic hierarchy process to establish the relation weights
which influence the customer loyalty. At last, by means of
applied instances in telecommunication industry, we represent
the internal relations between the influencing factor weights and
the customer loyalty and put forward marketing strategies on
product and customer divergences to develop the customer
loyalty.
2. ESTABLISHING THE EVALUATING
MODEL OF CUSTOMER LOYALTY
2.1 Factors affecting the Customer Loyalty
The customer loyalty is characterized by repurchasing and not
transferring by the fluctuation of the market. There are many
factors that affect the customer loyalty. In the
telecommunication industry, according to opinions of the
experts and literatures [3, 4], the effects of customer loyalty can
be assessed in these aspects: Price, Quality and Service (the
customers’ price requirement, quality requirement and service
requirement for the telecommunication business). The detailed
evaluating indicators include customer confidence, enterprise
visualization, customer value, communication apparatus, and
customer satisfaction.
Categories: K. COMPUTING MILIEUX
K.6
MANAGEMENT
OF
COMPUTING
AND
INFORMATION SYSTEMS
K.6.0 General
Subject descriptor: Economics
General Terms: MANAGEMENT, ECONOMICS
Keywords
Customer Loyalty; Analytic Hierarchy Process; Customer
Relation Marketing
2.2 Establishing Evaluation Model
1. INTRODUCTION
The basic idea of the analytic hierarchy process: According to
the characters of the problems and the final target, hierarchizing
the problems that need analyze and dividing them into different
kind of factors. Then the factors are assembled in different
hierarchies in terms of their interacting and subject relationship.
And a multi-hierarchy analysis model is set up. At last the
questions are simplified to a sequencing problem that compares
the advantage and disadvantage between the lowest and the
highest hierarchy.
Today customers become the focus of the enterprise. From the
1990’s, customer loyalty attracts much more attention because
the loyal customers will repurchase products. The research
results show that loyal customers are the key factors that
influence the enterprise competition. Mover over, they are the
most important resources to keep the long-term profit. So
，
developing loyal customers is the key step of the marketing[1
.
2]
The qualities of service offered by the homogeneous
telecommunication enterprises have little difference in
competitive business environment, then snatching the
customers, establishing and developing loyal customers are the
As shown in Fig.1, the customer loyalty is in final target level;
the price, quality and service is in rule level; the evaluation of
the price, quality and service are in factor level.
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Target Level
Rule Level
Factor Level
Customer Confidence C11
Enterprise Visualization C12
Customer Value C13
Price
B1
Customer
Loyalty
A
Customer Confidence C21
Communication apparatusC22
Customer Value C23
Quality
B2
Customer Confidence C31
Customer Satisfaction C32
Customer Value C33
Service
B3
Fig.1 customer loyalty hiberarchy model
Two indexes calculated using relational software are shown as
follows: Rule level：λmax=3.045 cI=0.0225 cR=0.0388<0.1
3. APPLICATION STUDY
Factors level :
3.1 Hierarchy Single sequencing and
Consistency Check
By way of questionnaires and meetings, ten telecommunication
management experts discussed in terms of factor comparison
rules and obtained the matrix shown as follows. At the same
time, using power method we can calculate the maximum
characteristic value and the corresponding characteristic
vectors, namely weights of different factors. In practical works,
weights can be calculated by relational statistic software.
Weights of each factor are shown in the following tables.
Table 5. Factors Level Consistency Check Table
Price
3.0038
0.00188
0.0032
Quality
3.054
0.027
Service
3.034
0.017
λmax
cI
cR
0.0465
0.0293
As the result shown above, indexes cI and cR are all less than
0.1, namely, the judgment matrix accords with the consistency.
3.2 Hierarchy Total sequence and Total
Consistency Check
Table 1. Weights of Rule Level Table
B
B1
1
B2
3
B3
3
Weights（Wi）
0.589
According to the result of single taxis, we can calculate the
B1
B2
B3
weights(Customer
Confidence:0.572,
Enterprise
0.33
0.33
1
2
0.5
1
0.159
0.252
Visualization:0.052, Customer Value:0.237, Communicate
Apparatus:0.112, Customer Satisfaction:0.027) of total
sequence in term, at the same time calculate total consistent
index CI, total average random consistent index RI and total
random proportion CR, then judge the consistency:
Table 2 . Weights of Price Index Table
C1
C11
1
C12
7
C13
3
Weights（Wi）
0.669
C11
C12
C13
CI =0.0097 (Deducing：RI =0.58)
0.143
0.33
1
3
0.33
1
0.088
0.243
CR = CI / RI =0.0097/0.58=0.0167<0.1
That means the judgment matrix match the consistency.
Table 3. Weights of Quality Index Table
C2
C21
1
5
C22
0.2
1
C23
0.5
5
Weights（Wi）
0.115
In the rule level, price takes up the largest proportion. Price is
always the main factor that determines whether the customer
will keep long-term cooperation with the enterprise and
incarnates customer value and then determines the customer
loyalty. Service is a little less important than price. As serving
industry, it is necessary for the enterprise to offer
individualized and satisfied service. Quality also takes up
comparative proportion. Only the excellent communication
quality can make the customer enjoy the consumption, and then
create loyalty. From the total weights, it is easy to see that
customer confidence, customer value, communication
equipment and so on are main factors that determine the
C21
C22
C23
0.703
0.182
2
0.2
1
Table 4. Weights of Service Index Table
C31
1
0.2
0.33
C3
C32
5
1
C33
3
0.33
1
Weights（Wi）
0.634
C31
C32
C33
0.106
0.260
3
Consistency check:
785

customer loyalty. They are also the main battlefields of the
marketing of telecommunication industry.
5. CONCLUSION
By means of analytic hierarchy process, this paper evaluates
the relational factors that affect customer loyalty and finds out
the proportion distribution of these factors. Then according to
analysis of these factors, we put forward the product
divergence and customer divergence marketing strategies.
From the applied example, it is easy to see that the model we
construct is reasonable.
4. MARKETING
CULTIVATING
LOYALTY
STRATEGY
OF
CUSTOMER
From the analysis above, we can find the main determine
factors that affect the customer loyalty. In order to obtain the
customer loyalty, product divergence and customer divergence
marketing strategies should be adopted.
6. REFERENCE
[1] Olive, R.L.. Whence Customer Loyalty. Journal of
Marketing,vol.63,special issue:33-44.1999
4.1 Product Divergence Marketing Strategy
Characterizing by product, offering supplemental capability of
products to attract the customers and obtaining the satisfaction
and loyalty of them are the core of product divergence.
Products of telecommunication industry are characterized by
inseparability of production and consumption. Besides sound
operation, these products also provide various supplement
services to increase the additional value, which incarnate the
production divergence. According to the idiographic-serving
object, adopt specialized marketing method to attract the
customers and then improve the customer satisfaction and
loyalty.
[2] Reicllheld，Frederick F, The Loyalty Effect: The Hidden
Force Behind Growth，Profits .and Lasting
Boston，MA: Harvard Business School Press.，1996.
Value，
[3] CHEN Mingliang. Customer loyalty and customer
relationship life cycle. Journal of Industrial Engineering/
Engineering Management.2003,2: 90-93.
[4] Liu, Annie H. Examining the role of customer value,
customer satisfaction, and perceived switching costs: A
model of repurchase intention for business
services:[doctoral dissertation][D].Georgina: Georgina
State University,1998
4.2 Customer
Strategies
Divergence
Marketing
The customer divergence strategy incarnates the target market.
Adopt frequent subdivision marketing means is the source of
perpetual competition advantage as well as effective means of
obtaining customer loyalty. It is necessary for the
telecommunication enterprise to subdivide the customers
according to the districts and characters so as to realize the
customer divergence strategy.
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