Research Of The Impact Of Precision Markrting On Customer Loyalty

Although the research concerning with precision marketing and customer loyalty are on a large number, most of them were independent and did not link these two concepts together. For some studies, which had connected with these two concepts, there is no in-depth theoretical and empirical research. Therefore, this article is going to preliminary explore and discover the impact of precision marketing on customer loyalty, based on certain theoretical and empirical research.After analyzing, the relationship between precision marketing and customer loyalty can be summarized in following conclusions.1. This study found that companies'precision marketing behaviors will have a positive effect on customer delivered value. Through empirical analysis, it is believed that the corporation's precision marketing behavior can greatly improve the customer's total value and reduce the total cost of the customer. The customer delivered value is the total value of the customer minus the total cost, so the precision marketing can improve customer delivered value.2. This study found that customer delivered value will have a positive effect on consumer satisfaction. Improving the customer delivered value can offer customers better access to core products, and that performance was significantly greater than the expectations of customers, it will generate positive customer emotions of companies, which will lead to higher customer satisfaction and corporate attraction.3. Customer satisfaction has a positive effect on customer loyalty. Customer loyalty can be best interpreted through the degree of customer satisfaction. If the effect of customer satisfaction is positive, the degree of customer satisfaction will increase, as well as the customer loyalty. Therefore, enterprises should not only concern the improvement of customer satisfaction, but also to pay attention to customer loyalty, through precision marketing to improve customer satisfaction, and thus result in higher customer loyalty and ultimately to the enterprise turnover of enterprises with higher growth and profitability.4. Precision marketing behaviors have a positive effect on customer loyalty. It will affect the consumer's purchase rate. In addition, customer behavior and attitude loyalty would have a significant positive effect. if precision marketing behavior is better, there will be more customer satisfaction, customer-to-business attitude will be more active, so the customer's behavior and attitude's loyalty will be easier for corporate.Based on research and analysis, this paper provides a number of recommendations on how to process precision marketing and generate customer loyalty. This paper also presents the deficiency of this study and future research directions.