The Research About The Effects Of Express Brand Image On Customer Loyalty

In recent years, China’s express delivery industry is developing rapidly, a large number of private courier companies have sprung up, the international express delivery giant have entered the Chinese market. The face of increasingly intense competitive pressures of the courier market, a growing number of courier companies are seeking survival and development, striving to develop the express delivery market share, cultivating customer loyalty. But courier service produces and consumers are exposed only in goods submitting this short moment, it is difficult to consumers to have a comprehensive understanding and evaluation of the overall capacity of the express delivery companies, there is a serious imbalance in the symmetry of information. No matter with what kind of high-service capabilities, distribution network, advanced sorting equipment, the courier companies are difficult to mark customers understand and evaluate. It is difficult to make a purchase decision based on the nature of the produce. Therefore, the role of brand is particularly important to courier companies; it expresses to consumers the business philosophy, service commitments, service quality, corporate culture and image of the courier companies. When making purchase decision, customer will choose express brand with its own requirements, and consistent personality in order to satisfy their material and spiritual needs. Brand can guide consumers in identifying the different services of courier companies. On the basis of customer awareness, brand can also reduce the risk of customers to buy. dominate the market and access to customer loyalty.Due to the logistics industry in China started late, the study of express corporate branding and management focused on brand strategy, the feasibility and necessity of brand. In the other way, simply brand management and shaping of the logistics companies to provide advice based on experience, it is not detailed enough and in-depth research. This article is intended for the study of China’s express industry background, empirical study on the impact of brand image on customer loyalty. This article provide reasonable proposal to help courier companies to improve their brand image, build customer loyalty. The paper first defined the specific meaning of the brand image and customer loyalty through the literature search and reading; through literature and deep interviews, the paper identified a key component dimensions and elements, and then builds the brand image on customer loyalty model; Correlation and regression analysis on the brand image and its various dimensions and customer loyalty. The results show that: brand image of the express industry for the four dimensions, brand communication, staff image, and service attribute perceptions and brand association; four dimensions of brand image have positive impact on customer loyalty, attitudinal loyalty and behavioral loyalty; in the process of establishing customer loyalty, express delivery companies have a clear focus to maximize benefits.