| Customer loyalty theory is a product of the market economy. It’s developed with the changing of the market supply and demands. When the market economy is underdevelopment, the products are scarce, the customer who in order to buy their products have to compete with many other customers to access the scarcity of products and services. Customers are in a weak position. With the development of market economy, it has emerged products excess.Then enterprise must to compete with other enterprises to achieve relatively limited market customers. On the one hand,they must continue to develop new customers. On the other hand,they also have to reserve the original customers. Because they deeply know that the cost of developing a new customer is much higher than keeping a original customer. Therefore, many scholars began to study customer loyalty theory.To achieve the purpose of keeping the customers for a long time. Since the1970s, customer loyalty study has been the emphasis of Western management theory. Now it has been successfully applied in the field of manufacturing and service industries and so on. In recent years, the shipping industry has got rapid development. For the port enterprises, too more ports for the customer to choose.So how to keep customers loyalty and retain their customers has become an important issue. This article lead the theory of customer loyalty into the port enterprises. Using the structural equation model to analyze the original data which were obtained from questionnaires. Through research some customer loyalty factors to propose corresponding Shenzhen Port loyalty marketing strategy.First, this paper combines with customer loyalty theory which is applied in the radiational services and manufacturing. Then it combined with the realistic operating conditions of port enterprises that The influence factors of the port enterprise customer loyalty factors including the quality of service, customer trust, customer relationships and conversion costs four factors. According to these four factors to build related theories of Shenzhen port customer loyalty,and proposed four theoretical assumptions. Second, based on the completion of the construction of the above theories. In order to complete the research work of this paper. Based on the shipping company field experience myself. Making the Shenzhen Port customer questionnaire. Trough the questionnaires I received a large number of reliable data, then using the relevant statistical data analysis software to analyze the survey date. The analysis proves the reliability and validity of these data which is good and the data is sufficiently reliable. Finally, by constructing a structural equation model, using the software for data AMOS7.0to do confirmatory factor analysis.Proving a high degree of fitting about the model, and the theoretical assumption before also have been verified.Finally, based on empirical analysis about the above customer loyalty. This article considers the four factors that affect port customer loyalty. Shenzhen Port which for the purpose of customer retention, enabling customers for their loyalty. Then win the competitive. The paper puts forward relevant Shenzhen port customer loyalty marketing strategy. |
