The Research Of The Relationship Of Customer Value And Customer Loyalty Of Health Care Products Companies

With the increasing social competition, and the accelerating pace ofpeople’s life and the increasing pressure, sub-health has become a fairlycommon phenomenon. With the continuous improvement of the people’sliving standards and changes in consuming attitudes, people areincreasingly concerned about their own health care, so the demand forhealth care products is becoming more and more strong. In2009, Chinesehealth products market sales reached an unprecedented peak-100billionYuan. As of the end of2011, the output value of China’s health foodmarket has reached200billion Yuan, and the growth is still an annualrate of15%. By2015, the per capita consumption will reach300million,the total market capacity will exceed450billion Yuan. Optimistic aboutthe prospects of health care products market and profitable to attract moreand more enterprises to enter, making health care products marketcompetition intensified. Competition in the health products industry inChina highlights many of the problems. Health care products companiesin China, how to improve customer loyalty in the tough competition inthe market environment, so that companies will not be eliminated by themarket and become the common concern of China’s large and smallhealth care products companies.This paper summarize6customer value drivers of health products industry on the basis of previous studies. The drivers are product value,brand value, the value of personnel and services, promotional value,convenient value, the purchase cost. To ensure the stability andeffectiveness of the scale by reliability testing and school degree. Usingcorrelation analysis and regression analysis of the professional SPSS17.0statisticians software for each variable. Finally come to the followingconclusions. In the customer value of each dimension of health careproducts companies, besides the convenient value and brand value, allthe product value, value of personnel and services, promotional value,purchase cost have significant positive impact on customer satisfaction.Besides the convenient value, all the product value, brand value, value ofpersonnel and services, promotional value, purchase cost havesignificant positive impact on customer loyalty. Customer satisfactionhas significant positive impact on customer loyalty. The results of thisstudy provides a theoretical basis for health care products companies toimprove customer loyalty, and to make up the lack of the research aboutthe relationship between customer value, customer satisfaction andcustomer loyalty.