Drivers Of Customer Loyalty Mechanism

Under the exterior pressure of competition, it is a guarante for the enterprise tokeep a bidirectional interaction with customer for a long time that establishing andputting into practice customer loyalty management strategy and offer integrative anddifferent service for the customer. The market mode of the enterprise change frompaying attention to bargain to pay attention to relation, so the customer's formationmechanism isn't only extensive focus problem of customer relation management theoryfield, but also is a problem demanded urgently to resolve of marketing practice. Ourcountry's research on customer loyalty is concept mostly, or concentrate on the relationbetween the customer satisfaction and the customer loyalty, but the literature thatinvestigate loyalty problem in customer form mechanism from the aspect of customerloyalty influence factor completely and systematically is few. Unquestionable, theresearch of the customer loyalty management have very important meaning, it is also aproblem needed urgently resolved for customer relation management practice andtheory field.This research base on reading overseas and local literature in. large quantity, anddraw on four variables from many factors influence customer holding that customersatisfaction, relation trusts, transition cost, replacer attract. The writer thinks that existsubjective attitude loyalty and objective behavior loyalty in relation of the enterpriseand customer, so evaluate the customer loyalty should consider from attitude loyaltycharacteristic and the behavior loyalty characteristic. We divide customer loyalty intotwo aspects that attitude loyalty and behavior loyalty, and give hypothesis on thefoundation that study in literature. According to above idea, this research set up thecustomer loyalty's two dimensions theory model, then we contrast with fact again andagain to try to confirm impersonal form to measure these variables and set up theconstruction model. In the end, we educe questionnaire according to measure form tocarry out demonstration research on civil aviation market. We analyze investigate dateby using construction model equation. Consulting the path coefficient that calculated by LISREL and present condition of our country's civil aviation market to get conclusionand suggest to provide referrence for civil aviation management.This paper's research method is theories deduce, questionnaire investigates andconstruction model analyze. The main tool is SPSS11.0 and LISREL8.54 software.Moreover, according to the suggestion of Anderson et al. the first stage we adopt twophases method to study the analyze model by using LISREL, and adjust the measureindex until attain ideal level, the second stage we cut short several measurement indexesinto few or single measure index. In the end, we analyze the construction model byLISREL.