Service Industry Customer Loyalty Influencing Factors And Mechanism Of Action,

The stronger market competition in the recent years makes relationship marketing become the focus of interests in the businesses and academia. The businessmen want to establish eternal relationship with customers. So customer behavioral intention or customer loyalty, as the indicator of whether forming long relationship or not, becomes one of the emphases in researches of relationship marketing. And its importance is greater in services researches of relationship marketing. Among the previous researches, few scholars take four variables into the cause model of customer loyalty at one time, such as service quality, customer cost, and customer value and customer satisfaction. Therefore this research would establish a customer loyalty research model having all of four causes to understand the links between all variables more completely and clearly, especially those effects four causes having on customer loyalty. We chose residence managing service in Hang Zhou as the studying industry to test the hypotheses of the model, hoping contributing to the conformity of some conflicting points and enriching demonstration part of previous theories.This research has solved two questions mainly, one of which is constructing a scale measuring residence managing service quality from the aspect of service quality attributes, and exploring attributes of residence managing service quality and different influencing extent, the other of which is establishing a more integrated cause model of customer loyalty and proving reasonability of the hypothesis.While collecting datum, we distributed the questionnaires by classifying sampling after knowing the questionnaire reaching qualitative requirements by pre-survey.400 questionnaires were handed out in one and a half months,230 useful back, the coming back effectively rate being 57.5%.The research uses SPSS and AMOS4.0 statistical software to test hypothesis. The main analyzing conclusions include as following :( 1) residence managing service are divided into four attributes, which are tangibility, effective assurance, reliability and empathy, the latter two having important effects on total service quality;(2)among nine hypothesis, seven items have been approved by survey datum, two others failed, which are service quality affecting customer loyalty and customer cost affecting customer satisfaction directly and obviously;(3) among total effects of four cause variables to customer loyalty, the greatest is customer value's 0.7,and next is service quality's 0.57,then customer satisfaction' 0.48 and customer cost's 0.24.For too many causes of customer loyalty and limited research ability and resources, this research analyzed the effects of relevant variables to customer loyalty from the aspect of service quality and customer cost. Therefore the biggest weakness of this research is not taking all causes into the customer loyalty model. The author opposes some suggestions helping future researches overcoming faults existing in this research, to make relationship marketing in service industry develop more perfect.