Influential factors of key account maintenance in Xinjiang fixed telecom industry

With the reconstruction of telecommunication industry, the fixed telecom market has broken monopoly totally and represented competitive situation. Compared with public customers, key accounts of big size and huge demand have become the competitive focus among great operators. The paper specifies the general formation mechanism of key account loyalty, explores the main reasons of customer retention, and proposes a model of customer retention. From the theoretical perspectives, the paper empirically validates the model based on the samples of China Unicom. Lastly, this paper proposed management practice, limitations, and future research directions.