Based On Customer Perception Of Corporate Reputation, Customer Loyalty Mechanism

With the development of information technology and the maturation of market environment, not only the products and service customers have been taken into consideration, but also something else, such as corporates' morality. Because of limited rationalness, customers' affective attitude makes a great difference to the purchasing decision. So in order to explore the mechanism of customer loyalty, focus should not be limited on products and service themselves, to an abroad content, corporate reputation deserve some more attention.Corporate reputation is considered as the overall estimation of a firm by its stakeholders. On the basis of referring related literatures and expert interviews, the dissertation trys to investigate the mechanism of customer loyalty formation, and design CRL Model as well.Some conclusions are drawn by the means of theoretical analysis and empirical investigation of Hangzhou supermarkets, which are illustrated briefly as follows:(1)Those factors which determine customer's buying decision include not only product and service themselves, but also corporates' some other characters. In order to investigate customer-loyalty drivers profoundly, we should spread our visual field from products and service to a border perspective---the whole firm, including firms' social responsibility which could upgrade corporate sympathy and is an evidence of corporate competence. Composed of sympathy and competence, corporate reputation plays an important role in loyalty formation.(2)Besides directly effecting behavioral loyalty, corporate sympathy could indirectly influence it by the bridge of affective loyalty, which is defined as Double Channel Mechanism.(3)Corporate competence could not directly react on behavioral loyalty, but through the in-between factor affective loyalty, which is defined as Single Channel Mechanism.