A Research On The Impact Of Customer Experience On Customer Loyalty In Mobile Online Games

The birth of i Phone and the Android operating system created a touch-screen trend in the 2008-2011 years, China mobile phone network game has entered the age of enlightenment. Chinese game industry annual meeting held in Haikou and issued a report Chinese game industry of 2014. According to the report, China Mobile game user number about 358 million, grow 15.1% compared to the same period; The actual sales income was 274.90 million, grown 144.6% compared to last year. In addition to domestic several veteran game company, thousands of Mobile Games Venture Company in recent years came into the market, Mobile phone online games gradually become the emerging market for nearly three years in the rise of market of domestic network game.With the rapid development of mobile phone network game, at the same time most games are facing with the problem of high rate of customer churn, it bring a serious impact on the survival and development of game enterprises. So improving the customer loyalty of mobile online game was focused the attention of the game enterprises. This paper argues that in the development of the experience economy and the products have become more homogeneous, Good customer experience will improve the competitiveness of enterprises most. So this paper starts from the customer experience, on the basis of previous research we divided The mobile phone network game user experience into four dimensions: Brand Experience, Game Experience, Service Experience, Relationship Experience. By constructing the model of empirical, we analyzed customer loyal influencing path and influence degree of all kinds of experience. Through the questionnaire survey of college students, the game forum and Using SPSS18.0 and AMOS17.0 statistical software for data analysis and model research,Results show that: Game experience, service experience, relationship experience all have a direct and positive impact on customer loyalty related experience, and they also have indirect influence on customer loyalty through customer satisfaction and switching cost. Brand experience had no significant direct impact on customer satisfaction and customer loyalty, it has indirect influence on customer loyalty through switching cost. Both customer satisfaction and switching cost have a direct and positive impact on customer loyalty. Games Experience influent customer loyalty more. In the case of limited resources, improve the game experience and strengthen the game player interaction will be most effective in improving customer loyalty.This study enriches the theory research on customer loyalty in mobile online game domain, it has a certain reference value for game companies to improve customer experience and customer loyalty.