Research On Customer Loyalty-driven Mechanism Of The Family General-class Car

With the continuous improvement of people's living standards,an increasing number of private cars gradually have entered the families,and the competitiveness of the domestic car market has become increasingly fierce.Since the hypostasis of the competitiveness is for customers,as customers have become more rational consumption,how to cultivate and maintain loyal customers have become important issues in car industry.And only the study of customer loyalty built on the basis of market segmentation,the enterprises can develop more targeted customer loyalty management strategy.This paper segmentalizes car market according to engine displacement;then through analyzing the developing trend of the domestic car market,puts forward that the family general-class car will become the foremost products of family car market in the future.That is to say,cultivating customer loyalty of this part will help the car enterprises win competitive advantage in the future.On the above background,through reviewing the development of customer loyalty at home and abroad,this paper identified the driving factors and built a theory driving model of customer loyalty;then conducted the empirical design in the family general-class cars industry,and through analyzing the resulting data on use of SPSS software,further explored the driving mechanism of customer loyalty;finally made suggestions about how to cultivate the family general-class cars groups.This paper got the conclusions as following:(1) Customer loyalty can be divided into attitudinal loyalty and behavior loyalty, and the attitude loyalty has significant positive impact on behavior loyalty.(2) The driving factors of customer attitude loyalty and behavior loyalty are different.Among them,the positive driving effect on attitudinal loyalty is gradually lower according to customer satisfaction,customer value,relationship trust and positive switching cost;the positive driving effect on behavior loyalty is gradually lower according to customer satisfaction,relationship trust,customer value,negative switching cost and positive switching cost;and replacer attract has negative effect on behavior loyalty.(3) The driving factors of customer loyalty are interrelated.Among them, correlations by two are positive among customer satisfaction,customer value and relationship trust;correlation between positive switching cost and customer satisfaction is positive;correlation between replacer attract and customer satisfaction is negative;correlation between positive switching cost and relationship trust is positive.(4) The any driving factor of customer loyalty can be divided into many different structural variables.Among them,customers' actual perception and evaluation on customer satisfaction is gradually lower according to service quality,products quality, (employee quality and money cost),enterprise image;customers' actual perception and evaluation on relationship trust is gradually lower according to reliability, long-term nature;customers' actual perception and evaluation on switching cost is gradually lower according to relationship switching cost,venture cost,(evaluation cost,studying cost and organization cost),finance switching cost;customers' actual perception and evaluation on replacer attract is gradually lower according to the attractiveness of replacers,the optional of replacers,the feasibility of options.