Study On Influencing Factors For Industrial Customer Loyalty Based On Dynamic Perspective

In today’s fierce market competition, cultivating high-quality customer loyalty is themagic weapon for company to be in the impregnable position. How to really win customerloyalty and what to be the influencing factors for the formation and development ofcustomer loyalty are the focus of academic discussion. However, most of current researchon customer loyalty takes consumer goods as example, while another important market--industrial market, there is less research on it. Meanwhile, many scholars consider customerloyalty as a static state and from a static perspective in the research. In fact, the formationand development of customer loyalty is a long process, and customer relationship betweenthe industrial products and consumer products are different. Therefore, it is necessary tostudy the influencing factors of industrial products customer loyalty according to itsrelationship characteristic.This paper briefly reviewed the domestic and overseas research on definition and effectfactors of customer loyalty, then analyzed the market characteristic and customer relationsof industrial products. According to the results, the industrial products customer loyalty isdivided into three stages, i.e. the formation stage, the maintaining stage and the erosionstage, emphatically analyzes the influencing factors in formation stage and maintainingstage. On this basis, construct the influencing factors model of the two stages. Then theelectronic product manufacturing enterprises in China’s Pearl River Delta are investigated,using the structural equation analysis method to verify the model. The empirical resultsshow that influencing factors in formation stage and maintaining stage are not the same.Customer value plays an important role in loyalty formation stage while in the maintainingstage, customer trust plays an important role. Therefore, the actual production in industrialenterprises should take different management strategies according to the customer loyaltystage. In this way, enterprises can cultivate customer loyalty more effectively.