Research On Customer Loyalty Under The Multidimensional Business System

With the incrementally furious competition and increasing opening, products with more quantities and varieties are provided by the markets to meet customers' needs. Nowadays, customers' choosing goods is no longer constrained by place and time with the rapid development of information industry. Correspondingly, customers have more trend toward switching their suppliers.Under this circumstance, only through keeping customers longer can companies remedy their high costs of building new customers and losing old customers. Therefore, customer loyalty has played the key role in companies' core competition and now companies' emphasis is switching form on traditionally expanding market shares to customer retention. However, building customer loyalty cannot only depend on manufacturing company but on the multidimensional business system. In this paper, through combining multidimensional business system and customer loyalty, I try to develop a theoretical framework for understanding the structural customer loyalty under a multidimensional business system.I present this paper in six major sections. First, I set out the theoretical backdrop, come up with related questions, theoretical innovation beyond former researchers and the research methodology. Second, I describe the conception and connotation of customer loyalty under the multidimensional business system, also summary some general criterion of measuring customer loyalty. Third, I analyze the value of Customer loyalty, involving (1) the valueof customer loyalty to "loyalty power". (2) the value of customer loyalty to customers contributing to answer why both "loyalty power" and customers have willing and motivation build Customer loyalty. Forth, I present my case study: an account of the forming processes of customer loyalty, the driving factors of customer loyalty in detail and the source of customer loyalty. Fifth, I discuss how to build the customer loyalty-oriented "loyalty power" which prepares the firm ground for customer loyalty, involving 1.how to train the customer loyalty-oriented employees. 2. how to built the fellowship among each partner in "loyalty power". Sixth, I discuss my study of how to build the structural customer loyalty: l.how to choose proper customers by using database and treat customers with different value respectively. 2. discussing how the "loyalty power" delivery the core value to customers consistently in order to achieve the goal of customer loyalty. 3. how to keep and consolidate the loyalty through increasing customers' switching costs.