Research On The Customer Equity Winning Back Management Based On Customer Purchasing Behavior

Customer is the basis for the survival and development of an enterprise,enterprises’attentions on the role of the customer’s undergone substantial changes, customerpurchasing behavior is becoming the focus of corporate strategy research. Researchon customer purchasing behavior can predict the changes in customer demand,so thatenable enterprises to provide better products and services for customers thancompetitors’,and enhance the competitive advantage, which has important practicalsignificance.With the rapid proliferation of alternative products market updates, diverse productslead to the phenomenon of customers away from one enterprise to others,the risk ofloss of customer equity is inevitable, the enterprises’ interests are threatened.Therefore, in order to get more profits, enterprises must focus on winning back lostcustomer equity management.combined with the loss of customer purchasingbehavior, study how to effectively win back, maintain and improve customer equityis of great significance to enhance the profitability. The purpose of this research is toexplore under the customer purchasing behavior, enterprises how to identify differentvalues of customers equity and to win back the lost parts, especially the high-qualitycustomer equity.According to review and carding the theory of customer purchasing behavior andcustomer equity, this thesis researches on winning back customer equitytheory,including defining the concept, analyzing the characteristics and identifyingdriven elements.on this basis,this thesis presents the underlying assumptions,establishes a conceptual model and impact paths of customer purchasing behavior towinning back the valuable customer equity. Base on the theory of customerpurchasing behavior and customer equity, The model chooses customer affordability,customer psychology, customer response, defect tolerance and customer continuedpurchasing as variables, designs questionnaire of customer purchasing behaviorinfluencing on winning back customer equity value. The paper gets a total of710valid samples, and uses SPSS19.0for data analysis and processing. On this basis, thethesis establishes proposed valuation methods, classifies levels, designs the path and develops strategies to win back the customer assets.This thesis has used the methods of literature research and interviewing,expertconsultation, inductive reasoning and regression analysis etc.combination ofqualitative research. With the literature review, based on the theoretical analysis ofcustomer equity and customer purchasing behavior at home and abroad, comparedand learned the advanced experience of foreign countries which provide goodfoundation for the research of the thesis. With the questionnaire surveys, this thesisconducted extensive research in order to get a lot of practical knowledge. this thesisused SPSS and regression analysis to analysize data, and updates the study hypothesesand model.This thesis has important theoretical value and practical significance．Hoping thisthesis have some directive significance to the practice of business management．...