Research On The Influencing Factors Of Wholesale Dealers' Customer Loyalty To Agricultural Products Wholesale Markets

It is necessary to build a stable partnership with dealers by agricultural products wholesale markets for the further development. Meanwhile, there is insufficiency in previous scholars' research, especially lacking of comprehensive analysis in multiple influential factors' simultaneous effects on customer loyalty, and their interactive relationships. Against this background, this study bases itself on the review on existing research about customer loalty, this dissertation constructs "Customer Loalty's Influential Factors Model based on Agricultural Products Wholesale Markets", analyzing and discussing customer loalty's six influential factors comprehensively. Through the survey in vegetable wholesale dealers with different backgrounds, this research collects seventy-eight valid pretest questionnaires and two hundred and thirty-two valid formal-test questionnaires, and applies statistical analyses such as factor analysis, structural equation modeling, etc. to validate our conceptual model and theoretic hypotheses. This research mainly draws following conclusions:(1) Overall, in the context of agricultural products wholesale market, there are five influential factos that have significant influences on wholesale dealers' loyalty, They, with descending order in influential effects on customer loyalty, are: service quality, customer value, customer satisfaction, switching cost and customer cost.(2) Customer cost has a direct negative effect on customer value.(3) Service quality, customer value, customer satisfaction and switching cost have significant direct positive effects on customer loyalty.(4) Customer value and customer satisfaction have partial mediating effects on the positive relationship between service quality and customer loyaty; customer value has whole mediating effects on the negative relationship between customer cost and customer loyalty; customer satisfaction has partial mediating effects on the positive relationship between customer value and customer loyaty.(5) Alternative attractiveness's direct influential effect on customer loyalty is notsignificant in statistics.(6) Agricultural products wholesale market service quality includes fivedimensions: tangibles, reliability, rsponsiveness, asurance and empathy.They, with descending order in fluential effects on service quality, are: asurance, rsponsiveness, reliability, tangibles and empathy.Thus, it can be seen, this research's main innovation includes: constructing and validating the "Customer Loalty's Influential Factors Model based on Agricultural Products Wholesale Market"; disconfirming alternative attractiveness' direct influential effect on customer loalty and developing agricultural products wholesale markets service quality's dimensions and measurement scales.Further, based on the research conclusion, this dissertation brings out some relative management suggestions to managers, hopefully which could be referential theoretic and practical principles to the management, and give impetus to rapid and healthy development of China's agricultural products wholesale markets.