A Study On The Influence Of Customer Learning On Customer Loyalty Based On Customer Value

Since the nineteen eighties，the Scholars started to study customer value, andthen the theory of customer value was developed quickly. They studied the influenceof customer value on the corporation, customer purchasing behavior, customersatisfaction and customer loyalty from various aspects. The customer value receivesmuch attention both in theory and in practice, and the companies formulate strategyconsidering it to raise the rate of customer satisfaction and loyalty. Today, thecustomer change much. Their knowledge about products becomes rich with thediversification of corporation marketing. Customers buy products from entity andnetwork stores. While, the study on customer learning is less, not to mention the studyon the influence of customer value and customer learning on customer purchasingbehavior. In addition, the influence of customer value and customer learning oncustomer loyalty is still a question.This paper studies the influence factors of customer value and customer learning,the influence of customer value and customer learning on customer satisfaction andcustomer loyalty and the relationship between customer satisfaction and customerloyalty. This paper deduces a customer learning and customer loyalty model based oncustomer value with the help of the previous relevant study. This paper studies thecustomer value from use value, emotion value, social value and perceived cost,studies the customer learning from information searching, information processing,needs and motivation and buying experience. Through questionnaire designing,Collection of data and data processing, this paper studies the influence of customervalue and customer learning on customer satisfaction and customer loyalty with theempirical analysis method. The main conclusions are as follow:1. Through factor analysis, this paper finds the influence factors of customervalue are use value, social value and perceived cost. Through regression analysis, thispaper finds social value significantly influences customer loyalty and use value andperceived cost significantly influence customer satisfaction.2. Through factor analysis, this paper finds the influence factors of customerlearning are the channels of information searching, the results of informationsearching and information processing. Through regression analysis, this paper findsthe three factors of customer learning significantly influence customer satisfaction and customer loyalty.3. Customer satisfaction can be as the front set variable of customer loyalty andhave a positive correlation with it.The conclusions of this paper give some new suggestions to the company. Wecan do better in implementing the firm marketing, increasing customer value, leadingcustomer learning, raising the rate of customer satisfaction and loyalty and obtainingcompetitive advantage.