A Comparative Study Of The Effect On Customer Loyalty Between China Mainland And Taiwan

As the development of technology and the enhanced consumer awareness, thespeed of products updating on the market becomes faster than ever. Especially in thefield of consumer electronics and fashion items, product innovation is very often.Corporations are facing unprecedented competition, the preferences and buying behaviorof consumers become an important factor affecting the whole industry competition. Forcorporations，the improvements on product appearance and other aspects are not enough,they must take the initiative to understand customer needs and create value forcustomers, improve customer loyalty continuously, keep marketing competitive status.Therefore, customer loyalty is critical to a corporation.The purpose of this study is to investigate the factors that influence consumerloyalty. Since customer loyalty is influenced by many factors, this paper is doingresearch on the relationship among the brand awareness, perceived relationship quality,product innovation, customer service and customer loyalty. In addition, we will furtherstudy in different geographical and cultural environment, how these factors influence oncustomer loyalty differently. This paper, on the one hand, extends the theoreticalresearch on the influence factors of customer loyalty; on the other hand, from the pointof practical research, points out the factors which affect customer loyalty are different inseperate markets, which will have important guiding significance in their marketbusiness practice.This paper uses empirical research methods, taking3C consumer electronicproducts as object, studies the influencing factors of consumer loyalty between themainland market and Taiwan market. Data were collected in convenience samplingmethod, which500questionnaires issued,353questionnaires recycled, and349questionnaires were valid, the effective recovery rate is69.8%. We test the researchhypotheses by regression analysis. It comes out four results. First, brand awareness haspositively impact on customer loyalty, which is significant to both the mainland market and Taiwan market. Second, the perceived quality of loyalty has a positive impact on thecustomer, which is significant to the Taiwan market, but not significant to the mailandmarket. Three, product innovation has a positive impact on customer loyalty, the resultsfor the mainland and Taiwan are both significant. Fourth, after-sales service has apositive impact on customer loyalty, which is not significant to two matkets.The results of this study show that, besides after-sales service, brand awareness,perceived quality and product innovation have positive impact on customer loyalty.Differences between Chinese mainland market and Taiwan market are: Taiwaneseconsumers can influence the perceived quality of customer loyalty obviously, but theChinese mainland consumers can not. The conclusion of this paper has an importantguidance to the Chinese mainland and Taiwan corporations’ business practice.