The Study On The Influencing Factors Of Consumer's Repurchase Intension

Improving customer loyalty is the core principles and one of the primary objectives for the enterprises. Cost of attracting a new customer is several times of the cost of maintaining an old customer. The significance of loyal customers for the enterprise has been widely recognized. Maintaining and developing long-term relationships with customers has become an important object of marketing. Marketing competition in today's society has taken place in the nature of the revolutionary changes. Ability to improve the performance of enterprise is business's objectives and lifeline of enterprise, but in the competition how gaining customer loyalty and continuing to win the competitive advantage of enterprises are an important way of achieving this.At present, in accordance with enterprise's own characteristics and the calculations of market transaction's costs, the focus of compitive of enterprises has begin to change from attracting new customers to promote customers to repurchase and recommendations. According to Pareto's law, 20 percent of the enterprises'loyal customers gave 80 percent of the profits of the companies. On the existing customer relationship management, in particular how to help existing customers making repurchase decision-making has become the focus of many enterprises.The thesis focuses on the problem of customer repurchase intention, a measurement indicator of loyalty. Influencing factors of Customer's repurchase intention were reviewed and questioned based on various theories of the customer repurchasing intention made by research scholars at home and abroad. The hypotheses about the factors Influencing consumer's repurchase intension are made and proved by the means of theorital and empirical study. The result of this study can provide reference for enterprises to develop their marketing strategy in coherence with customer's purchasing need and to meet customer's buying behavior.