The Research About Formation Mechanism Of Customer Loyalty On The Base Of Pre-trust And Pro-trust

With the fierce competition in the market, the value of customer loyalty has been widely cognitive, marketing academics and the business community has been aware of the importance of "the maintenance of customers, not just access to the customer" for the enterprise has become one of the forefront of marketing research topics. But most studies focus on the analytic result of customer satisfaction, customer loyalty, lacking of the main driving factors customer loyalty behavior, while the latter is the urgent problem of the practice of corporate marketing. With the emergence of relationship marketing, academia gradually start to attach importance to the significant impact of the relationship between enterprise and customers on the customer loyalty, including the customer loyalty into the framework of relationship marketing theory, emphasizing on trust, commitment and attraction relationship elements to influence customer loyalty.The work of this thesis mainly includes three aspects as follows:1. Based on the various previous paper and academic analysis, this paper theoretically puts forward many influencing factors to customer loyalty; 2. Combining the theoretical research and empirical studies at home and abroad, the trust is divided into pre-trust and post-trust in this paper which bases on "commitment-trust theory". It proposes a formation mechanism of customer loyalty model which headstream is the pre-trust; 3. It has validated this model using the analysis of survey data in the life insurance company. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the research object and the persons who will be investigated are chosen. The paper analyses the distribution of samples and the validity, reliability of the questionnaires through arrangement, coding, inputting, data processing to questionnaire, combining with the SPSS 17.0 and AMOS7.0 analysis technology to analysis the impact of these factors. Meanwhile, verified the assumptions.Through the above research work, the main conclusions are as follows:In the life insurance company, it is found that the pre-trust exert a significant positive influence on customer satisfaction, and it indirectly influences customer loyalty through the post-trust and commitment. Meanwhile, there are not direct influence between customer satisfaction and customer loyalty in the life insurance area. Also, it demonstrates the relationship between customer satisfaction and customer loyalty is not simple linear. Meanwhile, analyzed the results by theoretical. And put forward marketing strategy. Hope to deepen theoretical about the customer loyalty and the relationship marketing and offer reference for marketing practice.