The Bearing Of Relational Beneifts, Customer Satisfaction And Customer Loyalty

The last century, more and more scholars realized the importance of service,open up a relatively independent field of study, service marketing. Meanwhile,academic circles began to interest relations study, this paper discusses the relationshipbetween enterprise and customer service with our customers to maintain therelationship between the vested interests. But at present many studies ignoring thedifferences of service industry itself to relationship beneifts and customer behaviorrelationship influence, and in the few consider other important variable to relationshipbeneifts and customer behavior relationship impact. Although a few of the research isbased on the basis of classiifcation of the service industry difference，but the results ofthe study are not the same.This paper based on previous studies, customized level that will affect theclassiifcation of the service industry, and different types of services in relation to theinterests of customers satisfaction and loyalty influence is different, in additioncontact degree for relationship between beneifts and the customer’s satisfaction andloyalty relationship has influence, so will contact degree is also included in theresearch framework, inspection contact degree would affect the relationship betweencustomer perceived beneifts and interests relationship of customer satisfaction andloyalty influence.Based on the above background, this paper, from the perspective of serviceindustry, the choice and customized level medium service industry as the researchscope, and examines the relationship between beneifts and customer satisfaction,customer loyalty role，and service contact degree of their influence. This paper studiesfound that moderate customized services, perceived customer relationship beneift tocustomer satisfaction, customer loyalty have positive effects on the trust interests oncustomer satisfaction and customer loyalty of the role of the biggest, followed byspecial treatment beneifts and social beneifts, but the social interest on customersatisfaction effect was not signiifcant. Contact degree of relationship between beneifts and customer satisfaction, customer loyalty relationship has signiifcant control effect,in the trust interests and customer satisfaction is the largest adjust action, the specialtreatment beneifts and customer satisfaction forward the adjustment role of The Times，the social beneifts and customer satisfaction is not signiifcant regulatory role; Contactdegree in the trust interests and customer loyalty have no obvious regulation role insocial interests and customer loyalty between positive adjustment role in specialtreatment beneifts and customer loyalty between negative regulatory.Finally based on customized medium service industry present situation, theunion the research conclusion, put forward the corresponding management researchsuggestion, in order to provide reference for its further development.