The Research Of Customer Loyalty For Jin Jiang E-Commerce Company

Tourism industry has been developing very quickly these years in China, the number of tourist and industry’s output value reach2digital’s YOY growths. Companies keep investing in marketing and tourist product innovation to achieve higher market share. However, as the competition becomes more severe, companies adopt to customer oriented marketing and service so as to improve its competition advantage. Recently, the rising of e-commerce has affected greatly on the tourism industry. A number of tourism e-commerce companies was setup and take the half share of the travel ordering market. To meet the market trends, more and more traditional travel companies start its online business, but they still face the big challenge of how to build online customer loyalty and how to improve the customer loyalty by combining online and offline services which is inevitable to them.This paper takes Jin Jiang E-commerce Company as an example to analyze the tourism industry situation and find its difference from other competitors. Then based on the company’s goal and theory of e-loyalty and customer loyalty, the paper identifies the main problems of company’s loyalty program from three perspectives which are e-commerce, offline service and online and offline integration. After that, it analyzes the tourist behaviors, then find out the enhancement solution. From the e-commerce perspective,the solution is based on five loyalty drivers which are convenience, effective,personalization, trust and technology. From offline service perspective, thesolution puts importance on customer loyalty program enhancement,customer service and customer loyalty management. Considering the tourismindustry characteristics, this paper suggests personalization service,interactive marketing, data analyzing as the key points in online to offlineintegration. Besides, the paper presents the detail implementation content ofloyalty management team reforming and information system construction. Atlast, it forecasts the return of the solution from financial and non-financialparts.