Study Of The Relationship Between Customer Loyalty And Perceived Value In Mobile Payment

With the coming of M2M age and the rapidly increasing of smart phone penetration, mobile internet is just in a period of high speed development, and people’s shopping behavior extends from traditional physical stores to new forms of electronic stores. According to iResearch data show that the possession quantity of our total smart phone was 580 million in 2013, with a year-on-year growth of 60.3%. Besides the smart phone prices continue to decline and a reach that extends far into 3rd and 4th tier cities. This laid the foundation for the expansion of the mobile internet market, and domestic and foreign scholars are optimistic about the prospects of mobile e-business in China.For mobile internet operators, how to systematically build customer relationships, more efficiently achieve customer satisfaction and improve customer loyalty, and win profits, make innovation in the operation and management mode of e-business, is a common problem faced by the enterprises to keep the competitive advantage under the background of mobile Internet. Therefore, the review of existing research results at home and abroad, the research about the formation mechanism and influencing factors of mobile payments customer loyalty under the Chinese cultural background, and the summary law of consumer loyalty behavior in the mobile internet have important significance on developing the right marketing strategy of the enterprise and promoting the prosperity and development of the mobile internet market.Based on the relationship quality model in the physical environment, and combined with customer perceived value theory, this paper takes the market participants of mobile internet as research objects and mainly attempts to study the formation mechanism and influencing factors of mobile payments customer loyalty. In this paper, the customer perceived value is divided into eight dimensions:perceived convenience, perceived entertainment, personalized service, price advantage, service failure recovery, security and privacy, perceived ease of use and social value. The theoretical model of this paper comprises of three types of variables namely, exogenous variables (perceived value), mediate variables (customer satisfaction and customer trust) and endogenous variables (mobile payment user loyalty), and relevant paths, which has been carried on the empirical research. The results show that:customer satisfaction and customer trust are all positively affected by perceived convenience, personalized service, security and privacy, service failure recovery and social values in addition to price advantage, perceived entertainment, perceived ease of use, which indirectly has a significant positive impact on the loyalty of mobile payment users. Finally, this paper discuss the specific measures to improve the mobile payment user loyalty from customer perceived value and customer relationship quality, which providing an important reference for the innovation and development of the mobile industry chain and overall cooperation of all parties.