LS Group Purchase Website Customer Loyalty Survey Report

Gathering with the Internet users and their funding, the Buy network organizes the customers to to increase bargaining power with vendors to obtain the best price. Since the end of 2010, the number of group purchase website has reached 1726, Daily average of 4.7 group purchase website was born, Group purchase website industry in 2010 achieved robust growth. LS website first one to cooperate with Groupon and Foursquare (buy and sign), and is still 100% monthly growth rate. Although the LS website traffic is still growing, but with the steady growth rate of new users, the company's business development will be affected by website customer loyalty is not high impact and stagnation, Mainly reflected in two aspects: Business growth mainly comes from new customers, old customers has a lower proportion of repeat purchase; the frequency of the purchase is not high. This article hopes to base on the customer loyalty theory, combined with the group purchase website industry characteristics, by investigating consumers behavior and consumer demand, make up the customer loyalty methods and strategies to improve the user website stickiness, so as to promote continuous business growth, but also to provide information to other websites to improve customer loyalty.In this paper, the author uses a combination of qualitative and quantitative research methods, primarily through literature and qualitative research methods to obtain consumer forum websites impact on customer loyalty, and methods of collecting data through a sample survey, using a variety of statistical techniques for the final content of the questionnaire analysis, the then finish the research reports.Survey data show that the impacts on customer loyalty of the LS website are product quality, price, website security in these areas. The author suggests that LS Web website for improving customer loyalty, can uses the following methods: In product quality, providing the products and the package of the product for review. In terms of price, can provide low-cost electronic coupons and increased product variety. In the sale / after-sales service, to provide three guarantees and offers a variety of communication channels. Technical aspects of the website, need to provide a more simple operation process, saving customers time. On website security, the provision of SMS confirmation, guaranteed purchase of safety. Brand building on the website, the need to strengthen the construction, up to the national / international standards. According to survey results, the author gives the suggestions on the marketing strategy, product portfolio, service strategy and corporate aspects, to help improve customer loyalty of LS website, and reaches the purpose of this study.