Liner Companies Customer Loyalty Research

The Theory of Customer's loyalty is the result that the marketing economy has developed, and it produced with the change of supply-demand relationship and developed gradually. Since the seventies of the 21st century, researching customer's loyalty has already become the new focus of managing theoretical research in the west, and it has already been succeeded in applying to a lot of fields for producing and manufacturing industry, service trade now. Shipping enterprises are the service supplier on the market of shipping. With the enlargement by a wide margin of the transportation scale in the world in recent years, improving the customer's loyalty of shipping enterprises becomes the problem to be solved urgently for enterprise's survival and development. In this case, this research introduced the theory of customer's loyalty in liner companies, and set up the index system to assess the customer's loyalty of container liner companies. This has important influence meaning for the further development of liner companies.Firstly, this research explained the general theory of customer's loyalty, including the meaning and the function of customer's loyalty and the relationship between customer's satisfaction, customer's value and customer's loyalty, and then on this basis summarized the meaning of introducing customer loyalty into liner companies and put forward the concept of customer's loyalty of liner companies. What is called customer's loyalty of liner companies substantively is whether a shipper has the strong will and the repeating behavior of buying transport services of the special liner company for a long time.Secondly, this research analyzed the liner company's customer loyalty combining enterprise's operation characteristic, and then on this basis explained the factor influencing customer's loyalty of liner companies and constructed the index system assessing the customer's loyalty of liner companies. This index system was divided into two altogether and included 34 indexes, separately from freight transportation quality, customer satisfaction, enterprise shape and customer cost to evaluate the customer's loyalty of liner companies.