The Research On Customer Loyalty Based Customer Relationship Life Cycle Theory Of Chlor-alkali Products Production Enterprises

Chlor-alkali industry occupies a large proportion in the national economy in China,production capacity and production of chlor-alkali industry in China are listed in the forefrontof the world, is be worthy of the name of the chlor-alkali products producing countries. Withthe rapid development of chlor-alkali industry, market competition is increasing, with highlevels of customer loyalty to enterprises in the advantage position in the fierce marketcompetition; customer loyalty has become an important issue in academia and industry.Chlor-alkaliproduction enterprise customer number, transaction value, purchase process iscomplex, the price elasticity is small, customer relationship continues for a long time is morestable and has a periodic feature, characteristics of chlor-alkali products also has thecontinuity and the proportion of production, so the influencing factors in the study ofcustomer, it is necessary from the dynamic perspective specifically for the customerproduction enterprises of chlor-alkali products.In this paper, the influence factors on customer loyalty research literature at home andabroad, summarizes the chlor-alkaliproduction enterprise and customer relationship is the lifecycle, the customer relationship in the formation period, the customer loyalty factors is thecorporate image, customer value, customer satisfaction and customer service, factors affectingcustomer relationship customer loyalty in the stable period is the switching cost, customertrust and customer value. In order to verify the hypothesis, this paper uses questionnairesurvey method to collect relevant data, and the collected data using descriptive statisticsanalysis of SPSS20.0and AMOS7.0two statistical analysis software, verify the reliability andvalidity test, variance analysis and structural equation model. This research draws thefollowing conclusions: chlor-alkali products customer belongs to functional departments, theposition and the firm size is different, the customer value, customer satisfaction, corporateimage, customer service, customer trust, switching cost, customer value, highly preliminary loyaltyinfluence the loyalty of different. Chlor-alkali products customer relationship belongs to differentcycle, influencing factors on customer loyalty is different. Customer relationship inthe formation period of study, main effect, customer loyalty, and the second is the enterpriseimage. Customer relationship in the stable period, the customer loyalty is the main effectof switching cost, followed by customer trust. Chlor-alkali products customer loyaltyformation loyalty formation is a gradual process, chlor-alkaliproduction enterprises should according to the customer relationship life cycle, to develop effective marketingstrategies has the difference, cultivating high-quality customer loyalty, and can not act withundue haste.