Analysis On Factors Of The Customer's Loyalty

Based On harvest of previous work, this paper canonically analyzes the influencing factors of customer loyalty for enjoyable consumable. The intention of this paper is to open out the influencing factors of customer loyalty for enjoyable consumable and the connections of those factors.Using standardization research methods, this paper try to establish a model of influencing factors of customer loyalty in the domain of enjoyable consumable. By above mentioned work, this paper obtains the following conclusion:(1) Customer brand loyalty is a result which influenced by many factors.A lot of demonstrational investigations and enterprise practices proved there have limitation using customer satisfaction as the only driving force of customer loyalty. In this paper, by theoretically investigation, the following conclusion is gained, the driving factors of customer loyalty are five, including customer satisfaction, customer value, brand emotion, brand image and brand credit. In marketing practice, based on these five factors, enterprise could establish and implement customer loyalty driving strategy, and then establish long relationship between customer and enterprise.(2) The customer loyalty of enjoyable consumable is more influenced by non-rational factors. For example, brand image, brand emotion.Maslow's hierarchy of needs shows the requirement of people have five levels, which are physical safety & security needs, social safety & security needs, communication & response needs, self respect & acceptance needs, fulfillment of goals & dream needs. The enjoyable consumable is based on low level physical safety & security needs. So the customer loyalty of enjoyable consumable conclude some non-rational factors as brand image and brand emotion, to satisfy the need of customer's status, ascription feelings and expression of self-image.(3) The real customer brand loyalty includes attitude loyalty and action loyalty-two aspect. Customer brand loyalty could disparate as attitude loyalty and action loyalty. attitude loyalty comes form apperception and experience of customer about emotional factors, express as brand recommend ratio, resistance to replaced, intent of repeatedly purchase and intent of afford additional charge. Action loyalty is usually measured by possibility of choosing one brand for a long time or the minimal marginal requirement of conversion action. Action loyalty includes two dimensions: one is the lost of emotion and economy when customers end present relationship, another one is how extent of lack of market competition replaced customer feeling.(4) The formation of Customer Loyalty is influenced by modulation of various scene factors.Without direct influence of customer satisfaction, customer value, brand emotion, brand image and brand credit, Customer Loyalty can not be formed. In the process of Customer Loyalty formation, this driving effect is always enslaved to conversion cost, trade competitions, attraction of competitor, vital statistics factor and customer characteristic these modulating factors.The innovation in this paper express as widen visual angle of investigating customer brand loyalty, analyze influence of various driving factors on customer brand loyalty and function mechanism systemically, put forward the model of influence of customer brand loyalty.