A Study On The Drive Factors Of Costumer Loyalty To Chain Drug Store

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market.The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customers,and carrying out high-class customer commitment,is,an important safeguard to keep endurable and interactive relationship between the enterprise and the customer.Therefore,how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner.On the basis of the previous papers and on the background of the service consumer market,the thesis,combining theoretical analysis with empirical research,tries to construct the basic drive model.In the case of chain drugstore service,it demonstrates the interior relation among the drive factors and their drive mechanisms on the customer loyalty.The work of this thesis mainly includes four aspects as follows:①Based on the various previous paper and academic analysis,this paper theoretically analyzes the common forming model of customer loyalty,and puts forward the basic drive model from the perspective of theory;②Combining the interview with several enterprises in chain drugstore service consuming market,analyzing the influencing factors and their action mechanism of customer loyalty in practice;③After the interview,we have selected the chain drugstore service as the survey object and carried out random sample surveys in the selected cities of Henan province.1000 paper questionnaires have been handed out randomly.In total,we have got 342 effect data;④Combining with the SPSS13.0 analysis technology such as the factor analysis,correlation analysis and regression analysis among these factors,this paper explores how much the demonstration datum sustain these hypotheses.Through the above research work,the main conclusions are as follows:(1) Customer loyalty is an action outcome of many factors drive synthetically. Lots of empirical analyses indicate:it is a deficiency to take customer satisfaction as the sole driver of customer loyalty.The drivers of customer loyalty in chain drug store service consumingmarket can be mainly divided into three sorts:the first are customer satisfaction factors which improve relation quality and sustain quality,and create value for customers;the second are relationship trust factors which are guided by enhancing the durable reliability of the enterprise behavior,creating brand vision and enterprise reputation,and cultivating better relationship atmosphere,and create sensibility attach for customers;the third are switching cost factors which establish various behavior obstacles for customers from the perspective of economy,psychology and sensibility.In the marketing practice,the enterprise may establish and implement the drive strategy of customer loyalty according to these three sorts of factors,thereby constitute the lasting relationship between enterprise and customer.(2) The concrete mechanism of influence that the drivers of customer loyalty have on customer attitudinal loyalty and behavior loyalty is differentThe empirical result of the paper shows that the customer behavior loyalty is driven synthetically by the factors such as customer satisfaction,relationship trust and switching cost,and customer satisfaction and relation trust have a positively impact on customer attitudinal loyalty. However,In actual market operations,they take different ways in influencing customer attitude loyalty and behavioral loyalty.First of all,as a result of more consumer experience of customers is emphasized in service industries,and consumer experience of customers may take direct role in customer's feelings and attitudes,so that customers who are not satisfied with the service will not show the attitude loyalty.Secondly,competition in the industry decides the customer satisfactionlevels to attain,in chain drugstore service industry which is close to-perfect competition, customer will demonstrate the attitude and behavior loyalty only when the customer satisfaction levels achieve high.Third,customer loyalty which is arising from the relationship trust is built-in,or from the hearts of customers,only in this way can long-term loyalty be maintained.Finally, customers may be aware of the existence of switching cost,they may also be unaware of it,in fact, close to free competition in the market structure,it is impossible for the enterprise to rely on physical force to establish barriers to prevent customers betrayal.(3)The customer loyalty management strategy of chain drugstore enterprise:①Customer satisfaction is a basic drive factor of chain drugstore service's customer loyalty,so the managerial strategy should be guided by customer satisfaction,thus the chain drugstore enterprise drives theestablishment and continuance of customer loyalty better.②In order to keep lasting relationship with the customers,the chain drugstore enterprise should think much of fostering the trust relationships between the customers and the chain drugstore enterprise.③The managers should realize that the chain drugstore enterprise can constitute driving and maintaining strategy of customer loyalty based on the switching cost.However,such means can not be overly dependent on.