The Influencing Factors And Their Mechanism Of Customer Loyalty

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customers, and carrying out high-class customer commitment, is an important safeguard to keep endurable and interactive relationship between the enterprise and the customer. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner. As to the research on the forming mechanism of customer loyalty, the literature in existence has probed into the influence of two or three factors, including customer satisfaction on the customer loyalty, but in the process of analyzing all kinds of the drivers which have the mutual effect on customer loyalty, the interior structure of customer loyalty and the modulation of various scene factors have not systemically had theoretical analysis and empirical research. So, on the basis of the previous papers and on the background of the service consumer market, the thesis, combining theoretical analysis with empirical research, tries to construct the basic drive rrodel and scene modulation model. In the case of Mobile communication service, it demonstrates the interior relation among the drive factors and their drive mechanisms on the customer loyalty, and analyzes the modulation mechanism of each scene factor on the formation of customer loyalty.The work of this thesis mainly includes four aspects as follows: (1)Based on the various previous paper and academic analysis, this paper theoretically analyzes the common forming model of customer loyalty, and puts forward the basic drive model and scene modulation model from the perspective of theory; (2)Combining the interview with several enterprises in the service consume marketing, it analyzes the influencing factors and their action mechanism of customer loyalty in practice; (3)After the interview, we have selected the mobile communication service as the survey object and carried out random sample surveys in the selected cities of Zhejiang province. 1600 paper questionnaires have been handed out randomly. But 485 of them have been returned effect. Also we have attained 121 effect questionnaires through web. In total, we have got 606 effect data; (4)Combining with the SPSS 11.0 analysis technology such as the factor analysis, correlation analysis and regression analysisamong these factors, this paper explores how much the demonstration datum sustain these hypotheses.Through the above research work, the main conclusions are as follows:(1)Customer loyalty is an action outcome of many factors drive synthetically.Lots of empirical analyses indicate: it is a deficiency to take customer satisfaction as the sole driver of customer loyalty. By combining the theoretical analysis with empirical research, the paper reaches the conclusion that the drivers of customer loyalty can be mainly divided into three sorts: the first are customer satisfaction factors which improve relation quality and sustain quality, and create value for customers; the second are relationship trust factors which are guided by enhancing the durable reliability of the enterprise behavior, creating brand vision and enterprise reputation, and cultivating better relationship atmosphere, and create sensibility attach for customers; the third are switching cost factors which establish various behavior obstacles for customers from the perspective of economy, psychology and sensibility. In the marketing practice, the enterprise may establish and implement the drive strategy of customer loyalty according to these three sorts of factors, thereby constitute the lasting relationship between enterprise and customer.(2) Customer loyalty can be divided into attitudinal loyalty and behavior loyaltyCustomer loyalty is usually regarded as a behavior (repurchase...