Research On The Influence Of Financial Enterprise Micro-blogging Marketing To Personal Customer Loyalty

As the prototype of the micro-blogging, twitter has a rapid development speed because of its unusual way of communication. More and more enterprises broaden the channels of communication with customers through twitter, and create methods to access to new customers directly. It was not until2010that micro-blogging swept in China rapidly, then micro-blogging entered the Chinese mainstream view officially. At this point, the micro-blogging marketing provided enterprises better tools to carry out the new marketing mode. In order to attract and retain customers, the financial enterprises are also trying to seize the opportunity from micro-blogging marketing, and use micro-blogging to contact with the customers directly, provide better services to customers, then affect personal customer loyalty. Nowadays, financial enterprises carrying out the micro-blogging marketing is still in the exploratory stage, discussing the influence of financial enterprises micro-blogging marketing to personal customer loyalty is significant.On the basis of reading lots of books and literature, this paper takes the financial enterprises as the research object, takes individual clients of financial enterprises as well as the micro-blogging fans following the micro-blogging of financial enterprises as research samples. Statistical results are mainly got through SPSS19.0software to process the data collected in this course. Main conclusions are as follows:(1) There are significant positive correlations between the six factors of the financial enterprises micro-blogging marketing with the four factors of personal customer loyalty.(2) In the six factors of the financial enterprises micro-blogging marketing, the attraction of the contents, the attraction of the micro-blogging activities and micro-blogging activities significantly affect the four factors of personal customer loyalty.(3) In the six factors of the financial enterprises micro-blogging marketing, the extent of interaction with personal customers, the extent of participation with opinion leader, the micro-blogging name recognition of executives do not affect the four factors of personal customer loyalty significantly.On the basis of analysis in the study, this paper proposes recommendations to improve individual customer loyalty to the financial enterprises.