Research On Customer Loyal-driven Mechanism Of Multi-Purpose Vehicle

It has been developing for ten years as the Muti-Purpose Vehicle (MPV) entered the Chinese market in April of 2000,the market share of MPV has occupied a certain proportion of China's passenger vehicle market. With the consumer demand for personalized and functional, MPV market has been rapid development, and the prospect will be optimistic.The automobile is facing great opportunities and also fierce competition in the market, so they must focus on developing loyal customers.The study is based on the user of MPV as the object, carrying on empirical investigation in Wuhan, using the analysis software SPSS 13.0 and LISREL8.0 to analysis the driven elements of customer loyalty.The article described the development background and characteristic of China' MPV market. It also described the definition and relationship of customer loyalty, customer satisfaction, customer value and brand relationship through literature review, building customer loyalty driven mechanism on this basis.In the empirical study, the article uses SPSS 13.0 to carry on desciptive statistical analysis, reliability analysis and validity analysis about the date, and uses LISREL8.0 to verify the causality and the degree of influence between the drivern elements of customer loyalty.In the study, it obtains the following conclutions:(1) Customer satisfaction directly drive the attitudinal loyalty, but not to behavior loyalty.(2) Customer value directly drives the customer satisfaction and behavior loyalty, and indirectly drives the attitudinal loyalty but can achieve through the customer satisfaction. Customer value also can indirectly drive the behavior loyalty through customer satisfaction and attitudinal loyalty.(3) Brand relationship can directly drive attitudinal loyalty, behavior loyalty, customer satisfaction and customer value. Brand relationship also can indirectly drive behavior loyalty through customer value, customer satisfaction and behavior loyalty.