Empirical Study Of Customer Loyalty-driven Model

Because of loyal customers' great value for enterprises, to develop and maintain loyal customers has become the core work in the marketing activities of enterprises,and the number of loyal customers for enterprises have been an important standard for the measurement of operating performance。Therefore, to explore factors affecting customer loyalty and to study the formation mechanism of customer loyalty has posed a broad attention in the theoretical community of customer loyalty management and has become an urgent problem for the marketing activities of enterprises. Many scholars previously discussed various factors that affect customer loyalty from their own angle, but there is still not a agreed conclusions. Therefore, it is necessary to make a deep study for the various factors promoting customer loyalty, so as to complement and improve the existing research results. On the basis of previous research results, the factors driving customer loyalty are identified, and a customer loyalty-driven model is constructed to explain the formation mechanism of customer loyalty.Specifically, the following sever contents are included in this paper:First, through the review and summary of the domestic and foreign theories and literature relevant to customer loyalty three factors promoting customer loyalty are determined:customer satisfaction, brand trust, switching costs, the assumptions of the affecting relationship between every factor and customer loyalty and the mutual relationship of factors are made based on the relevant theory, and a customer loyalty-driven model is constructed, as well as the measurement Indicators.Secondly, taking mobile phone market as the research object, the data is collected through a questionnaire survey,and an empirical test for the whole model is made through the statistical software, including, questionnaire design and questionnaire survey, validity and reliability test for data collected, as well as the test for the whole model。Finally a conclusion is found:customer satisfaction, brand trust, and switching costs are three main factors to promote customer loyalty. Customer satisfaction, and brand trust can promote both attitude loyalty and behavioral loyalty. Switching costs can promote customer loyalty in behavior, but has a negative impact on the customer loyalty in attitude. Customer attitude loyalty can promote customer loyalty in behavior.Through the specification and empirical research three factors that affect customer loyalty are identified, and an analysis of the promotion of the three factors is made, so as to explain the mechanism of customer loyalty. In fact many factors that affect customer loyalty are complex,because of limited time, energy and other reasons, the author did not conduct in-depth study of other factors, such as consumers' experience of products, the complexity of the product itself and so on.Therefore,there is a suggestion that the follow-up research related should make a further improve in this area.