Research Of The Customer Loyal Influencing Factor Involving Distributor's Participation

With market competition gradually intensive, how to attract customers and cultivate the high-quality customer loyalty becomes an important thing to enterprise. As an extremely important member of the marketing channel, the distributor's behavior will consequentially influence customers. Especially to service industry, the process of serving production is the process of serving consumption, and customers impinge on distributor in the whole process, so the impact of distributor's behavior over customer is deeper. So serving process controlling is very important to customer loyalty. And it's important to control distributor's behavior to get customer loyalty for corporations. So this paper takes service industry as background and selects communication industry to do the empirical research.This paper spreads out academic study from two aspects at the same time. On the one hand, this paper discusses the impact of manage strategy over distributor's behavior; on the other hand, discusses the relationship between distributor behavior factors and customer loyalty as well as discusses the relationship between these factors and other important customer loyal influencing factors, such as customer perceived value, customer satisfaction, customer trust and switching cost. Then, this paper selects communication industry to do the empirical research, and combining with the SPSS11.5 analysis technology such as the factor analysis, correlation analysis among these factors, this paper explores how much the demonstration datum sustains these hypotheses. Finally, some manage strategies are put forward on the base of the result of the empirical research to control distributor's behavior and get customer loyalty.The conclusion can be drawn as following: on the side of enterprise manage strategy for distributor, the maximal influence to distributor's behavio(rdrumbeating, environment image, demand satisfy ability, the standard of service and serving effect) is as follow: Providing the ability selling amounts returning to the interest rate and price discount; enterprise provides manpower, financial resources and material resources support; enterprise provides the selling and operation support; providing training chance and the ability of dealing with problem and conflict. On the side of customer loyal influenced factor, all the five factors of distributor's behavior are positively influence customer loyalty, and also positively influence customer perceived value, customer satisfaction, customer trust and switching cost. Serving effect and the standard of service have maximal influence to customer loyalty. And these two factors also have maximal effect on customer-driven factors relate to customer loyalty.