A Study On The Measurement Model Of Customer Loyalty Of B2C Shop

B2C shop is online shop that is run in B2C mode of electronic commerce.It contains direct model, intermediate mode and platform. The sellerscontrol the display of the products and the running of the backgroundprocess like the CRM system. Then the customer can review the products,make orders, pay the money online (or by other ways) through the foregroundand finish the deals.At present, the model of B2C is developing rapidly, and the scaleof the Internet gradually stabilized, so the ultivation of customerloyalty become crucial to B2C shop. The study of the driving factors ofcustomer loyalty is described in much of the literature which is from thepoint of view of the customers. Some of them achieved certain results,but there are also many shortcomings. On one hand, the measurement ofloyalty wasn’t seperated from the driving factors well; on the other hand,usual study of the driving factors of loyalty is of little significanceto the online shop and some of them didn’t consider the operability.The Internet customer loyalty includes behavior loyalty and attitudeloyalty. The behavior loyalty is mainly reflected in the repeated purchaseand recommendation to others; The attitude loyalty is the emotionaldependence and preference of the customers to the seller. It was mainlyreflected in the recommendation intention, price sensitivity, toleranceof fault service, satisfaction degree, the will of keeping relationshipwith the store and customer’s perceived value. The behavior loyalty andthe attitude loyalty defined the customer loyalty commonly. Customersonly with the behavior loyalty are not loyal really; customers only withthe attitude loyalty are the potential ones; customers without bothloyalties aren’t loyal; customers with both loyalties are the loyal onesreally.Measurement of customer loyalty of the online shop needs to constructa scientific index system. We choose the behavior and attitude as thefirst-class index. From this point of view, we continue to construct the second-class and the third-class indexes to evaluate the e-loyalty. Theweight of the index is determined by the AHP method. It is because thatthe method is subjective and it’s convenient for the shop to determinethe weight according to their actual conditions. After that, we begin tomeasure the customer loyalty.The overall customer loyalty of a group from the B2C shop will beobtained by the fuzzy Integrated evaluation. The main steps are: Firstly,determine the comment collects. Secondly, calculate the membership gradeof the single factor and then we get the judgment matrix. Thirdly,calculate the final fuzzy evaluation vector of the target. And get theevaluation result according to the principle of maximum degree ofmembership. For the classification of the customer loyalty, we catch upwith the model of Dick&Basu, and we measure the loyalty of behavior andattitude seperately. We use the RFM method to measure the behavior loyaltyand use the grey clustering analysis method to measure the attitudeloyalty. The analytical results of a online shop shows that customers withhighest loyalty hold both high score of behavior and attitude. Whilecustomers with lowest loyalty hold both low score. The ones with highbehavior score and low attitude score may not the true loyalty. In theopposite, customers with high attitude score and low behavior score arethe potential loyalty customers. Through the positive analysis, we getthe result of the classify of the sample by the loyalty. After that, wegive out directed cultivation tactics for customers with differentloyalty to improve the loyalty of the online shop.After the result, we put up many suggestions for customers withdifferent loyalty and we wish to provide valuable illumination for theB2C shops to improve customer loyalty.