Mobile Phone Community LeXun Website Customer Loyalty Research

With the rapid development of mobile Internet, there are more and more access and means to get information. Not just web browsing, the demand of participating in the communication of mobile virtual community actively becomes more and more intense. Under the mobile Internet environment, the emerging mobile Internet enterprises also face the same problems with the traditional Internet enterprises, such as customer satisfaction. customer loyalty and web security and so on. Among these problems, the high rate of customer churn is a concerned problem although a large number of new customers participate in the mobile phone community everyday. Mobile phone community of LeXun is one of the biggest mobile Internet communities in China. So this research has far-reaching value of theoretical and practical guidance for LeXun and the companies in the same line of business.This research is under the background of LeXun. Firstly:it generalizes the characteristics of the products and customers and points out that one of the key problems in marketing of LeXun is the low rate of customer loyalty. Secondly, based on the theories and the researches of domestic and foreign scholars and the online investigation, it sums up the6main factors affecting the customer loyalty:(1) customer expectations,(2)customer value,(3) the usability of products,(4)customer satisfaction,(5) transfer costs,(6)the attractions of products. At the same time, it builds the theoretical models of the factors affecting the customer loyalty and makes some assumptions. By the means of questionnaire, collecting samples data, statistics software SPSS13.0analyzing the reliability and validity of factors and the structural equation software Lisrel8.7analyzing the structural models, it comes to the following conclusions:(1)the factor of customer satisfaction has relatively higher level of positive effect on LeXun mobile phone community’s customer loyalty;(2) transfer cost has a moderate level of positive effect on LeXun mobile phone community’s customer loyalty;(3) the attractions of products produces a moderate level of positive effect on LeXun mobile phone community’s customer loyalty;(4) customer value has relatively higher level of positive effect on LeXun mobile phone community’s customer loyalty;(5)the usability of products has a moderate level of positive effect on LeXun mobile phone community’s customer loyalty;(6) Customer expectation has no positive effect on customer value, the higher customer expectations makes customer s perceiving the lower value.According to the actual situation of LeXun mobile phone community, this research puts forward the strategies to improve customer loyalty combinating the theories, empirical research results and practice.