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A Study On The Impact Of Brand Image To Customer Loyalty Based On Perceived Value

Posted on:2012-03-22Degree:MasterType:Thesis
Country:ChinaCandidate:J Y XuFull Text:PDF
GTID:2189330335962731Subject:Business management
Abstract/Summary:PDF Full Text Request
As the development of market economy in China and the fierce market competition, it is proved that customers are the most important strategic resources for a company. Besides, keep a long-term relationship with customers, improve their satisfaction and then develop them to loyal customers are closely related to a business, which is also a key strategy for a company to survive in the fierce competition. If a company wants to constantly win in this intense competition, it must foster customer loyalty, win their trust and support. Thus, the study of customer loyalty has practical significance.For enterprises, a high degree of customer loyalty is not only a key factor that keeps them undefeated in the market competition, but also the fundamental guarantee for their sustainable development. Therefore, how to establish and maintain a high degree of customer loyalty has become a common concern. In this paper, based on the theory of customer perceived value, from the perspective of brand image, customer loyalty-related issues were discussed and studied.This paper takes the customer-perceived value and brand image as the starting point, through a summary of domestic and international research literature, generalizes the concept and features of customer value and the critical elements of value which customer will pay attention to when they buy products. Then the concept of brand image, the content of brand image and the influencing factors are analyzed. After that, the true meaning of customer loyalty is studied, which is united by behavioral loyalty and attitudinal loyalty, and the customer loyalty classification, composition, measurement are all studied. This paper also analyzes the influence factor and formation process of customer loyalty, which helps to reveal the relationship among customer perceived value, brand image and customer loyalty. On this basis, a theoretical model is proposed which mainly reflect all the influence of all brand image dimensions to customer loyalty. Based on the assumptions and results of previous study at home and abroad, a questionnaire is designed, which mostly refer to the similar study questionnaire abroad, and is adjusted according to the Chinese national conditions and cultural background, so consumers surveyed can understand better and the effectiveness of the questionnaire is enhancing. Based on the questionnaire results, further analysis of how various factors affect customer loyalty. Finally, the paper also discusses how to obtain customer loyalty and marketing strategy to maintain competitive advantage for vendors in the mobile phone market.The results of this research also make sense to mobile phone manufactures. Because through the proposed measure method of brand loyalty, enterprise can measure customer loyalty, find their advantages and disadvantages and then make appropriate marketing strategies. If right and effective marketing strategies can be successfully implemented, enterprises can not only establish a brand image for their own and maintain high degree of customer loyalty, but also increase market share and improve the efficiency of enterprises.
Keywords/Search Tags:Customer Perceived Value, Brand Image, Customer Satisfaction, Customer loyalty, Phone Market
PDF Full Text Request
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