The Establishing Of Customer Loyalty Model And Management System From The Viewpoint Of Information Resource

With the intense competition and the rising customer contest cost, cultivatingand maintenaning loyal customer group have been an important method to gaincompetition advantage in enterprises competition. Taking loyal customers as one ofimportant resource,making and implementing customer loyalty strategy,providingcomprehensive,different service for customers,fulfilling high customer promises arebecoming important guarantees to keep long-term,interactive relation betweenenterprises and customers.In order to understand customer loyal influence factors and obtain currentcustomer's loyal index, a traditional method is providing questionnaires to cusotmer,but which has limitation. In fact, with IT becoming mature and being applied widely,many enterprises have buy databases and accumulated enough data. If enterprises canmake use of those data to analysis customer loalty influance factors and its index,they will get more exact loyalty information with a lower cost. Therefore, how toconstruct a customer loyalty measure model based on customer information resourceand manage loyalty customers on RBV are becoming a foucus of this paper. In aword, the work of this paper mainly includes aspects as the follow:(1) Has established the customer loyalty conceptual model. Based on the literatureresearch and the interviews, this paper analyzed customer loyalty three dimensionswhich affacted customer loyalty: Customer, enterprise and staff. Also, this paperdiscussed how to carry on the customer loyalty management from these three aspects.(2)Has estalished the customer loyal measure index model based on customerinformation resource. The model makes use of the exsited customer informationresource in database to study the customer dimension about mobile communicationindustry. In the model, customer behavior,sensibility and transition barrier arerecessive varibles. The model picks up 19 items of cutomer information fromdatabase as measure varibles. According to those data, 7 hypothesises of 8 werevalidated. This paper also gave the explanation and guess reason why it was unusual.(3) In order to make up the insufficiency of traditional questionnaire survey method, this paper makes full use mature Internet technology and its widespreadapplication foundation to estalish a system of customer loyal information collectingand evaluating based on the Internet. Using the system, enterprises can complete thecollection of recessive information and dominant information, then to measure thedegree of customer loyalty.(4) Taking the feedback closed-loop theory as foundation and according thecharacteristic on customer loyalty management, this paper had established thecustomer loyal closed-loop,dynamic management system. Moreover, in order toshow how to apply the system to practice, this paper gave a special explanation by acase.Through the above four partial research, this paper has three innovations.(1) This paper estalishes the customer loyal conceptual model from enterprisestrategy,customer and staff three dimensions. The estalishing of this conceptualmodel provides a theoretical,frame instruction for promoting the customer deliveringvalue,developing the customer loyal management from the strategic viewpoint anddeveloping the importance for the staff to enhance the customer loyalty.(2) This paper estalishes the customer loyalty measure model form the viewpointof information resource to make up the insufficiency of conceptual model formeasuring. The model breakthroughs tradition of obtaining data by questionnaire, andmeasures the customer loyal degree by mature data in the customer database. Then,the model confirms the hypothesis proposed by taking the mobile communicationindustry as the example.(3) This paper estalishes the customer loyal dynamic, closed-loop managementsystem and the implementation flow to use the customer loyalty measure result. Atthe same time, in order to enhance the efficiency of the management system, thispaper estalishes MCI model and fishbone model for node management. Theapplication of management system further confirms its validity.In the end, the important theory and practice value of this paper are conclsed.The insufficiency and further studies directions of this paper is also pointed out.