Study Of Retail Business Customer Loyalty Issues

Retail is the most deeply open industry in China after China's entering into the WTO, and it's one of the most rapidly developing industry in our country. Attracted by the mushroom retail market, a lot of foreign enterprises push ahead for fear of lagging behind to enter into China. These enterprises continual improve the speed of their expansion in China. In order to contend against the foreign competitors, Chinese retail enterprises enlarge their scale by the means of annexation, licensed management, and so on .Having analyzed the current situation of the competition in the retail industry and the problem which is faced by the Chinese retail enterprises now, this thesis states that it isn't urgent for our retail companies to research how to evaluate the customer loyalty, but to find ways to improve it. At first, the article figures out that the enterprises must understand the value of the customer loyalty and introduces it in detail. After discussing what the main factors is to influence the customer loyalty, the author point out some new ideas to improve the customer loyalty from the angle of the mental procedure which is the customer have from the knowing of the company to be one of loyal customer. In order to ensuring the loyalty tactics' implementation effectively, the company must adjust inner in a large area, make a large area of strategy ally with the competitor, the supplier, the company in other industry.