Customer Loyalty Research, In Network Marketing Conditions

Because the competition becomes more and more furious, the formation andmaintaining of customer loyalty has always being a focus among marketingspecialists and enterprisers. The fast development of website and the perspectiveimplementation of E-marketing create a new subject for the customer loyalty underthe E-marketing environment.In this article, I introduce the relevant theories of E-marketing at first, and thenanalyze the characteristics and environment of E-marketing. On this base, I illuminatethe main six factors which affect the formation of customer loyalty under theE-marketing environment. I divide them into three direct driving forces and adjustedfactors.On the base of the theories and characteristics of the E-marketing and the sixfactors, I build up an adjusting model according to different occasions. I mainlyanalyze the affect of every direct driving force to the customer loyalty's formation indifferent consumption occasions, and which driving force decides the formation ofcustomer loyalty under a certain adjusted factor, so that I can explain the mechanismof customer loyalty's formation in E-marketing environment.In the end of the article, I simply introduce several common methods which canhelp the companies to improve the customer satisfaction, build up thecommitment-trust relationship and increase the transition cost, and then cultivate thecustomer loyalty finally.