Product Creative Perception Of The Impact On Customer Loyalty

With the competition picking up and the customer contest cost rising in the consumer market, the developing arid protecting loyal customer colony has become the enterprise's important strategy to win the market. The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customers, is an important safeguard to keep endurable and interactive relationship between the enterprise and the customer. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner. Accompanied that, continuously launch creative products to become an important means of competition business-to-business, consumer's apperceive of product creativity is an important part of the whole evaluation to product, and t he size of the perceived level will produce a certain behavior of customer loyalty.The thesis firstly confirm the dimensionality of creativity ,divide it into three parts:attribute dimensionality,product influence dimensionality and preference dimensionality, then establish a model which explain creative product-aware of the impact of customer loyalty model. add one control variables into the model, state relational hypothesis, gain data through market research, finally use relative analysis and analysis of variance to test the hypothesis,and we find that customer apperceive the creativity will influence acts of customer loyalty to a certain degree.The conclusion of this paper provides some available managerial implications that enterprises must fully understand the customer's perception of the creative product of the various components,and that perception of the impact of customer loyalty,so the enterprises could take full advantage of the customer psychology, and then the product could launch targeted. The enterprises should choose the target group of customers rightly and make sure that different groups of customers using the product differentiation strategy, and highlight the different characteristics of the creative product, then they can win customers and market share...