Based On Structural Equation Model (SEM) Study Of Customer Loyalty

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'" important strategy to win the market. Therefore, how to establish and retain customer loyalty has become a focus on the management academia and practitioner. The paper focuses on the influence factors of the FMCG(fast moving consumer goods) consumable market of customer loyalty, using the latest research result of customer loyalty, combination the theories of FMCG consumable market and its purchase behavior charaeteristic.As a result, an influence factor model is provided for customer loyalty. A variety of study approaches are adopted in the research such as theoretical analysis and interview survey.Combination the analysis with shampoo market's consumer, this study demonstrates and examines this model of influencing factors customer loyalty.The work of this thesis mainly includes three aspects as follows:l.Based on the various previous paper and academic analysis, this paper theoretically puts forward many influencing factors to customer loyalty; 2.Combining the theoretical research and empirical studies at home and abroad, it analyzes the influencing factors and construct the basis model; 3.Providing the volume of questioning and collecting data, combining with the SPSS13.0and AMOS7.0 analysis technology such as the correlation analysis and regression analysis among these factors, drawing conclusions and propose recommendations to improve customer loyalty.Through the above research work, the main conclusions are as follows: 1. Customer loyalty is affected by a variety of factors. There are customer satisfaction, customer value, customer trust and customer switching barriers (including replacer attraction and switching costs) and so on. These factors play direct or indirect effects on customer loyalty. Customer trust is the one of most important of customer loyalty factors, followed by customer satisfaction.2. The impact of customer loyalty factors also affects the relationship between each other.