The Research On Mechanism And Model Of The Business Credit Influence On Customer Loyalty

Customer Loyalty, with the immense contribution of enterprise performance and increasingly, becomes the focus of people. Customer loyalty and long-term competitive advantage can bring profits, and a source of corporate profit growth is the cornerstone. If enterprises to maintain a long-term competitive advantage, we must actively cultivate loyal customers for fully acknowledge driving factors of customer loyalty.With the rapid development of market economy, the requirement of the principle of honesty and trustworthiness in transactions has become higher and higher, especially for business credit. The credit transactions between enterprises and the credit performance in the developed market economy are the expression of market behavior, so the credit is basis of the market economy.Many of the theoretical and practical research on how to be honest and trustworthy enterprise in customer, how to occupy customer trust, and how to improve customer loyalty, have drawn a lot of constructive conclusion, such as customer loyalty, the scenes regulation of customer loyalty forming model. However, there is less research on how to combine two models together, as a result, they have not apply enterprise credit as the driving factor of customer loyalty to study how enterprise credit influences customer loyalty.Based on the existed research of enterprise credit of the customer loyalty, this paper believes that enterprise can give a theoretical and practical instruction for the improvement of customer loyalty by enhancing enterprise credit and can help enterprises establish and develop a competitive edge.As a tentative study, by means of literature processing and normative analysis with case analysis and logic deduction, this paper tries to testify the points of view in order to reasonably guide practice.Based on extensive research of documents and learning of actual cases, the paper summarizes the various factors that influence customer loyalty and divided them into positive factors such as customer satisfaction, trust relation, intrinsic value, customer transfer value and remedial services; and negative factors such as transfer cost, monopolies, risks, etiquette, social culture and social norms and situational factors, convenience, economic power and personal factors.This paper argues that integrity is an important object for the consumer, and consumers are not in direct contact with large enterprises. This paper, by the study of "Credit" and "Honesty" and "credibility" and "confidence" in the logic, thinks that enterprise credit can own a good market reputation and gain customer confidence through some transmission carrier and the media in some way, which is a two-way exchanges and communication process.Therefore, enterprises on the principle of credit need some carriers to convey credit information to consumers. These carriers means honest enterprise staff, high-efficiency and high-quality products and services, true and reliable information and advertising product information, a high degree of customer commitment, fine after-sales service agreement, good reputation and brand image in these modern enterprise.Among the existed driving models of affecting customer loyalty, some mentioned customer trust relationship could strengthen the customer loyalty, but not risen to the height of enterprise credit. This paper analyzes enterprise credit can be achieved by the relationship with customer, commitment and commitment fulfillment commitments. Enterprises can take advantage of enterprise staff Enterprise products and services, product brands to transfer enterprise credit to customers, so as to increase trust in the relationship and the credit index in the hearts of customers, which provides a theoretical basis.On the basis of the findings above, this paper continues to further exploration and research by the introduction of customer loyalty into the field of enterprise credit from the perspective of affecting factors of the customer loyalty and enterprise credit dimensions determination, including: honest staff, high quality, truthful information, commitments fulfillment, agreement practice, good reputation and brand image. After the exploration of the various dimensions of enterprise credit of the impact on customer loyalty, in light of previous research on customer loyalty-driven model, this paper builds up the model of modified customer loyalty adhere to the enterprise credit, which discuss the conversion process from customer satisfaction to customer loyalty, relationship trust to customer loyalty, enterprise credit to customer loyalty.Based on the building-up of the model of modified customer loyalty adhere to the enterprise credit, this paper analyzes the impact results of the enterprise credit to customer loyalty, including customer loyalty, customer value and economic value. customer loyalty refers to the information sharing, positive reputation, consistent buying, trying out new services, which can bring enormous profits to enterprise; Customer Value manifested mainly in the purchase value, the value of customer comments, Innovation customer value and market value of customer value; Economic value means the cost savings for new customers, basic profit, the increase of customer share and revenue, service cost saving and indiscriminate price. That is to say, the higher customer loyalty is, the higher profits are. That's what ultimate objective the enterprises chase after to maintain customer loyalty. Finally, after the discussion of the approaches how to improve the customer loyalty based on enterprise credit, the paper argues that no matter how to cultivate customer loyalty, enterprise must consider"credit"as the first place, so as to raise the good reputation, to the image in customer mind. The detailed approaches are as follows: attach importance to internal customer loyalty, cultivate honest staff, improve the product quality, express true information, improve the brand image, lock customer in with brand. It has an important theoretical meaning and practical value to the establishment of enterprise credit, especially to improve the setting-up of customer loyalty and maintain the loyalty relationship with customer.