A Research About The Influence Of Enterprise's Green Marketing Behavior On The Customer Satisfaction And Customer Loyalty

Recently years environmental protect conscious have raised, product throw away after used that had been impacted environment awfully. Green design; Environment protect design; Resource recycle; Green marketing; Remanufacture use etc. of concept, have been separate into whole society. Since the global environmentalism and the concept of life cycle assessment sprang up, environmental issues and actions have become so important for business that cannot be ignored or avoided. Therefore, the green marketing became the new hot spot in the marketing domain, and more and more scholars'research involved the green marketing. But, the author discovered that there are little researches on the influence of enterprise's green marketing behavior to customer's response in the green marketing research domain. But the customer is the most important strategical resources of enterprises maintain long-term relations with the customer and enhances the customer satisfaction and the customer loyalty, is closely linked with the enterprise profit survival. Therefore this article researches the influence of enterprise's green marketing behavior on the customer satisfaction and customer loyalty.In the process of the research, the author has referred to the massive domestic and foreign literature. On the base of the literature discussion, the author chose the young consumer to be the questionnaire survey. The young consumer usully receives highly education, had certain understanding to the green marketing, and played the main role in the family purchase decision-making. Although in the young consumers there are many university student, this students mostly needs the support and help of their family, and also not yet marches into the social environment and the work at present, but the university student has its different independence, idealistic and the creativity on the individual, and they will be becoming the society leader and backbone individual contribution in the future. Therefore, these article findings will be the connected reference foundation in the future.The first chapter of this article is the introduction. This pary mainly elaborated research background, research significance, research goal, research question and the research flow. Through the literature search, the author discovered that there are many research about green marketing, green expends, customer satisfaction and customer loyalty, these research mostly is independent, and very little research involve green marketing which is the self-control independent variable of enterprise into the studies of customer satisfaction and customer loyalty. Therefore, the author introduces enterprise's green marketing behavior to the satisfaction and consumer loyalty boldly, and attempts to do empirical research on the influence of enterprise's green marketing behavior to the customer satisfaction and customer loyalty. The goal of this thesis is understood whether the enterprise's green marketing behavior does have the positive influence to the customer satisfaction and consumer loyalty. In order to discuss this topic, in the foundation of correlation literature review and the reorganization, this article establish the above relational idea construction and the supposition, and further design and transmit the questionnaire. After the recycling of questionnaire, this article carries on the statistical analysis method to reorganization and analysis the material.Finally provide the academic significance and the management suggestion through the practical research result, and propose this research's limit and the future direction. The second chapter is to the literature review. In view of this research topic, this artical ont only discussed green marketing, customer satisfaction and customer loyalty, but also carried on the discussion of the connection of them. This part analyzes massive overseas literature and domestic literature, and then discusses the concepts and the connotation of green marketing, enterprise's green marketing behavior, customer satisfaction, the scale of customer satisfaction, customer loyalty, the scale of customer loyalty. After that the atical discusses the relationship between enterprise's green marketing behavior and customer satisfaction, the relationship between enterprise's green marketing behavior and customer loyalty, and the relationship betweencustomer satisfaction and customer loyalty. The literature discussion has provided the powerful theory support for this article research content, the research supposition and the practical diagnosis analysis, and enable the research have scientific nature.The third chapter elaborated the research technique. This chapter firstly proposes the research model, and then proposed the research supposition according to the previous chapter of theory basis. This article proposed three suppositions: Enterprise's green marketing behavior has the positive influence effect to customer satisfaction; customer satisfaction has the positive influence effect to customer loyalty; Enterprise's green marketing behavior has the positive influence effect to customer loyalty. With the foundation of supposition, this article rests on the massive reference, proposes the variable operational definition and the scale of enterprise's green marketing behavior, customer satisfaction and customer loyalty. Then has carried on the questionnaire design, and carries on pre-investigation of the questionnaire, had guaranteed the reliability of the questionnaire. This chapter finally elaborated the sampling design and the acquisition of information, as well as analysis tool and analysis method.The fourth chapter is the data analysis to the collection questionnaire. This chapter firstly describes the sample of the investigation, and then carries on the analysis of reliability and validity with the collection material. Because the questionnaire originates collects from the random sampling and the net respectively, the artical first carries on reliability analysis of the two different origin data separately. And the result indicated they all have good reliability, therefore these two data may merge. After network data and random sampling data merge, therefore weight target Cronbach'sαis highly than 0.7, this had proven that the investigation tool is quite reliable, and also has the uniformity. In the validity analysis, this research's questionnaire various interrogative sentences are all directed from the scholar's literature, performed according to this research, and passed the pre-investigation, therefore, this article questionnaire survey should have the suitable validity accuracy. Then has carried on the normal distribution examination of the sample, determines the sample is conform to the normal distribution condition. Finally, this part has carried on the supposition examination to the data. Firstly the article carries on the analysis and proves the various variables have the relevance. Then has carried on the examination of the influence of enterprise's green marketing behavior to the customer satisfaction, the influence of customer satisfaction to the customer loyalty, the influence of enterprise's green marketing behavior to the customer loyalty separately, and confirmed that these three hypotheses have all obtained the intense support.In the last chapter, this article summarized the research result and put forward the management proposal. This article through the practical research, discovered the enterprise's the green marketing behavior can produce the positive influence results to consumer satisfaction; customer satisfies can produce the positive influence results to customer loyally; enterprise's green marketing behavior has the positive influence effect to customer loyalty. In the marketing management significance aspect, the author propose the theoretically significance, the management significance, as well as supervisor suggestion. Finally the article proposed the limitation of the research and the future reasch direction.