The Customer Loyalty Research Based On Emotion

Up till now, lots of researches have discovered the vast value of customer loyalty. In terms of corporation, the advantage lies upon the possession of larger population of loyal customers rather than the more occupancy of market share. The Theory of Customer Loyalty therefore becomes a new researching hotspot just after the popularity of The Theory of Customer Satisfaction. In the field of customer loyalty researching, the ways to promote the loyalty of customers draw a mutual focal attention. As researches upgrade, people find that emotions play an important role in building the loyalty of customers.On the basis of the past studies, I will explore how customers' loyalty developes as the emotions grow through analyzing the change of the importance of emotions in deciding the loyalty of customers. Thus, compose a model of customer loyalty based on the influence of emotions on different phases in order to find some concrete strategies to promote the loyalty of customers.The whole passage is consisted of four chapters: Chapter 1 mainly concerns the elementary knowledge of the customer loyalty, then stress to analyse the known elements in influencing loyalty of customers. Chapter 2 analyses the change of the status of emotions in the value of the customer loyalty. It begins with the basic knowledge such as definition of emotion, composing elements and characteristics of customer behaviors, then modify the measure formula of loyalty of customers. Chapter 3 builds up a new model of customer loyalty from the influence of emotions at different stages and then argue four pairs of relationships among emotions and customer loyalty. Chapter 4 mostly introduces seven concrete strategies to promotethe loyalty of customers and analyses concerning moral problems. Finally, give an introduction of strategies to promote the network customer loyalty.