Research On Customer Loyal-driven Mechanism Of Automobile Service Industry

With the rapid development of national economy and people's living standard, more and more cars enter thousands of households, then automobile service industry gets fast development, therefore there are many automobile service company emerged, which results in higher and higher customer scrabble cost with increasing market competition, so customer's consumption tends to be more reasonable. How to cultivate and maintain loyal customer groups has been an important issue needed to be resolved.This paper reviews the research of customer loyalty of all countries, and discusses Customer Loyal-driven Mechanism in automotive service industry.The main research of this paper is in the following:1.Analysising the concept and formation of customer loyalty on the basis of literature,it proposes and analysis several factors of customer loyalty from theoretical level.2. Building customer loyal-driven model, it put forwards hypothesis research on the reviewing research of all countries.3.Deaigning and issuing questionnaires,and then collecting the dada, using the software such as SPSS13.0 and LISREL8.54 to analysis customer loyal-driven model, checking the hypothesis, getting the conclusion, lastly, giving some selling suggestion according the automobile service industry.According to the below research,this paper gets some conclusion in the following:(1)Customer satisfaction has the direct and indirect driving role to the attitudinal loyalty, it can drive action loyalty through other intermediary variable.(2) Customer perception has the direct and indirect driving role to action loyalty, but indirect driving role to attitudinal loyalty.(3) Customer trust has the direct driving role to action loyalty, it has not significant driving role to attitude loyalty.(4)Switching casts has the direct driving role to behavior loyalty, it has not significant driving role to attitude loyalty.(5)Psychological contract has the direct driving role to both the behavior loyalty and attitude loyalty, it also has the direct driving role to behavior loyalty(6) Attitude loyalty directly drive behavior loyalty. (7) The total effect to attitude loyalty are customer satisfaction,perceived value, psychological contract from big to small. The total effect to behavior loyalty are perceived value, psychological contract, switching costs, customer satisfaction, customer trust from big to small.