Study On Integrated Evaluation System Of Customer Loyalty

With the drastic competetion in the consumer market, keeping steady consumers has become a non-neglectable strategy for business managers. Enterprises should attach importance to customers. And managers'business concept has also experienced a change from"Product-oriented"to"Customer-oriented". Customer loyalty is a concept derived from customer satisfaction, it is a psychological trend of trust, support and expecting to buy more. In fact, customer loyalty is a continuance of cumstomers'behaviors. The evaluation of enterprises'customer loyalty is a kind of measure to weigh enterprises'existing ability of preserving customers, it is also a requirement to recognize consumers'demand, improve the relationship between enterprises and consumers and raise the competition.Based on analyzing the existed references, the studies done in the paper are as below:1. First of all, we discussed the purpose and significance of the research, then based on the existed literatures domesticly and abroad, we proposed our research point, the content and methods.2. The related theories were summarized firstly, such as the concept of consumer loyalty, the sort of consumer loyalty, the model of consumer loyalty, and consumer loyalty degree was especially discussed.3. Based on the principles of objective, systematic and dynamic, we analyzed the indexes of evaluating customer loyalty degree, and a compete evaluation index system was established.4. After analyzing and comparing several methods, we selected AHP, referring to the index system, we designed the questionnaires and obtained the data we needed, and the reliability and validity analysis were implemented. The AHP was utilized to establish the index weight system of the evaluation.5. Example analysis. Taking"Shangshufang"as an example, its integrated risk status was evaluated, and the system established in this paper was validated.Finally, we educed several conclusions, and the points of future research.