Empirical Study On Forming Mechanism Of Customer Loyalty In Beauty Industry

As the competition of consumer market is becoming heater and the cost of getting customer is becoming higher, how to cultivate and maintain customer loyalty has become a key problem. Which factors has effect on the customer loyalty at last? Which action should be taken, if the enterprise wants to control and adjust these factors? All of these problems has become an urgent issue, which has to be solved at once.As for the forming mechanism study of cutomer loyalty, Many literatures have been explored several factors, including the factor of satisfaction, which has effected on customer loyalty. However, when analysising the interaction between different drive factors and customer loyalty, regulatory effect of different situation factors has not been considered systematically yet.This paper does the research on the following aspect:first, this paper summaries general principle of customer loyalty forming. It puts forward basic drive model of customer loyalty and situation adjusting model of customer loyalty, which based on theoretical level. Second, this paper regards beauty industry as study object. According to industry characteristics, this paper designed questionnaire of customer loyalty. The author takes advantage of this questionnaire to carry out the investigations. At last, this author uses software of SPSS 13.0 to do descriptive statistical analysis, reliability analysis, correlation analysis, correlation analysis,interaction analysis. On the basis of data analysis, the paper tests the hypotheses and draws out some meaningful conclusions. The factors of service quality, customer satisfaction and consumer trust have effect on customer loyalty. Under the situation of switching cost, competition attraction, product knowledge, service recovery, there are different mechanism of customer lotalty forming.