The Research On The Impact Of Customer Experience Towards Brand Loyalty Under The Network Environment

With the development of Chinese economy, small and medium-sized enterprises(SMEs) get a rapidly development. The export advantage of SMEs in China is gradually losing for the impact of U.S. subprime crisis and dollar depreciation. SEMs in China are facing a transformation which moves from “made in China” to “created in China”. However, the growth of domestic internet e-commerce brings about new opportunities as well we challenges for SEMs. Taking Tmall as an example, a large number of SEMs have created original brands through internet platforms. According to the data provided by iResearch,the online shopping accounts for 10.7 percent of the total retail sales of consumer goods in 2014. There is an enormous potential in internet e-commerce.Based on the background, network brands, virtual experience, consumer psychology and brand loyalty are reviewed from the perspective of consumer behavior through literature studies in this thesis. It is found that there are two problems in the current research of internet brand loyalty: firstly, how to satisfy other needs except for the customer experience of utility needs in the network environment. Secondly, how to maintain the customer relationship and induce customers to select again in the network environment. Therefore, the thesis gets started on the development of internet shopping environment. The author also tries to discuss and build a relational model of the influence of customer experience to brand loyalty with considering the customer psychology. In addition, some relevant hypotheses are proposed.A questionnaire link is formed depending on Questionnaire Star site in the thesis. 201 valid questionnaires are collected through internet. An empirical research about the collected data is carried out using spss19.0 statistical software. The model hypotheses are validated through descriptive analysis, factor analysis, correlation analysis and regression analysis in the thesis. It is proved that there are positive effects between sensing experience, feeling experience, think experience and act experience and brand loyalty. It is examined that customer psychology adjusts the relationship between customer experience and the influence of brand loyalty.In the field of practical application, the construction of internet brand loyalty of SEMs can be divided into online shop construction, product control and overall service marketing. In the end, the thesis presents practical recommendations for the establishment of internet brand loyalty of SEMs from the perspective of overall quality management and integrated marketing.