An Empirical Analysis On The Relationship Of Customer Value, Satisfaction And Loyalty

The center of marketing orientation is consumers today, various marketing activities consider consumer demand as the starting point. How to retain customers seems more important for the marketing personnel than to to attract customers, so customers’loyalty becomes the focus of attention.The purpose of this article is to explore the formation mechanism of customer loyalty and influence factors of customer loyalty. This article is on the basis of literature research as well as notebook PC entity market. Put forward hypothesis, design the questionnaire,make factor analysis and SEM empirical analysis through the questionnaire data, verify hypothesis, and tabel a proposal according to the research results.The article mainly involves three aspects of hypothesis, hypothesis of variable dimensions, the interaction between variables, and forming path of customer loyalty.By the method of EFA the customer satisfaction degree can be divided into two dimensions of customer satisfaction and customer trust The method of CFA verify the customer loyalty contains two dimensions, attitude loyalty and behavior loyalty. By contrasting EFA and factor analysis and CFA studies, the same conclusion can be drawn that customer value can be divided into functional value, emotional value and social value in three dimensions.The research shows that customer satisfaction can be positively influenced by functional value, emotional value and social value. Customer trust influencing factors include functional value, emotional value and social value and customer satisfaction. Functional value, emotional value and social value, customer satisfaction, customer trust and transfer cost have a positively stimulative function to form customer attitude loyalty. Formation of customer behavior loyalty has relation to functional value, social value, emotional value, customer satisfaction, customer trust and transfer cost and customer attitude loyalty, etc.In addition, functional value, emotional value and social value produce significant intermediary effect on customer attitude loyalty and customer behavior loyalty through the customer satisfaction and customer trust respectively. It shows that formation of customer loyalty infected by the customer value and customer satisfaction, and the infection of customer value on customer loyalty comes true partly by its influence to customer satisfaction.Finally, according to the research results, by improving customer value, upgrading customer satisfaction and increasing transfer cost to improve customer loyalty.With exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), the variable dimensions has certain credibility. This paper make significance test on intermediary effect of the results of SEM. It has more persuasiveness on study of middle variable path by measurement of intermediary effect if significance test is passed. Nevertheless, this paper still has certain deficiencies. Research of behavioral science is effected by unknown factors influence and promotion may have some difficulty.Looking forward to other scholars’exploring to customer loyalty with more factors, expanding the research content, and criticism and supplement to the article.