The Mechanism Of Form Of Customer Perceived Value On Service Industries' Brands Loyal

loyalty in service field. Brand loyalty is the consistent preference for one brand overall others. More and more companies have recognized that the importance of brand loyalty. The enterprise strategies start to focus on how to improve the customer satisfaction continually ,enhancing customer loyalty actively and maintaining the relationship with the customer. The results of many researches indicate that customer loyalty has an important effect on the marketing performance of firms, and the intangibility, seperatability, variability and perishability characteristics of service determine that customer loyalty is more critical in service industries. Since 1990s, the study of customer perceived value has become a focus field for marketing researchers and business managers.The article reviews relative concepts of the customer perceived value, customer satisfaction and customer loyalty, extend four dimensional to explain customer value,that is perceived quality,emotional value,social value and Perceived sacrifice. Analyzes the relations between customer perceived value and customer satisfaction; customer satisfaction and customer loyalty; customer perceived value and customer loyalty . The article puts forward four theories model to verify the hypotheses: the customer perceived value has effect on the customer satisfaction; the customer satisfaction has effect on the customer loyalty; the customer perceived value has effect on customer loyalty; Customer satisfaction as an intermediary of the relationship between the Customer perceived value and customer loyalty .The research chooses one Chinese and one Foreign fast food brands to fulfill the questionnaires about customer perceived value ,customer satisfaction and customer loyalty, makes the reliability analysis and validity analysis to validate the questionnaire valid. After all these prophase work, the research uses statistics software SPSS15.0 and AMOS7.0 to analyze the data collected by questionnaire survey, and explores the relationships between customer perceived value, customer satisfaction and customer loyalty.The results show each of the four latitudes has effect on the customer satisfaction. The effect of the perceived quality interactional justice is the greatest; the second one is perceived sacrifice. The effect of emotional value is greater than social value in foreign fast food brands, and the effect of emotional value is smaller than social value in Chinese fast food brands. And the customer satisfaction has a positive effect on the customer loyalty. This shows that the enterprises can increase customer loyalty by improving customer satisfaction, so can maintain a long-term relationship with customer.