C2C E-commerce Website Customers' Loyalty Evaluation And Strategic Investment Based On Switching Barriers

Customer loyalty is an eternal topic for enterprise to improve marketing performance, even in such an information era. Customer loyalty is still one of the most important factors that will bring profits and competition strength. To ensure that the marketing dealers keep their customers, both the academe and business circles have done some in-depth research on the very influential factors, such as service quality, service value, switching barriers and customers' satisfaction, however, the research results are not fully same. For C2C e-commerce Website, customer loyalty is the same important. But what will influence e-loyalty? Scholars in-and-abroad do some research but not too much. Few scholars research the customer loyalty of C2C e-commerce Website from the perspective of switching barriers. So it is necessary to investigate deeply. The author read most of the relative articles, collated all the factors they advanced and do some analysis work and explore the relations among the switching cost, customer loyalty and customers' satisfaction of C2C e-commerce website as separate variables. Hope to give some valuable suggestions for marketers of C2C e-commerce website. Thus this research is meaningful and helpful both in theory and practice.Based on referring a lot of articles ,this paper considers the interaction between investment to increase consumer switching costs and competition. A duopoly model is used to examine investment by a superior firm to increase consumer switching costs and competition for customer acquisition and customer retention between the investing firm and a noninvesting firm.Then Based on referring a lot of articles, through demonstration method, the author has figured out the main factors that will influence e-loyalty in the course of online shopping and their intensities. The paper introduces some important issues in the former articles at first, summarizes several traditional models and possible causes under the circumstance of e-commerce. Then, by the way of questionnaire investigation and data analysis, the author has got the conclusion that customer satisfaction and switching barriers will make sense in the forming process of e-loyalty. Besides, customer satisfaction factor includes goods value, website performance, customization, relationship investment and purchasing experience. Switching barriers factor includes inter-relations between customers and staff, switching cost and replacer attraction. At last, the author builds up an e-loyalty model and modifies it concerning the analysis results.At the same time, this paper has put up some helpful marketing suggestions for the C2C e-commerce business. The innovative points in this research are that the differences between online shopping and traditional purchasing are discussed and demonstration is applied. The author has put forward a new way of realization of e-loyalty and several new factors. At the end of the paper, the inadequate issue has been pointed out for the consequence research.