A Study On The Enhancement Of Customer Loyalty In Direct Selling Model

Through summary data indicate, Which is in the direct selling industry management information system of the ministry of commerce in2012, quite a number of sellers regard direct selling as a part-time job, specialized level of direct sellers is low, besides direct sales staff and customer relationship quality is not high, lead to customer loyalty is not high, the direct selling enterprises by heavy losses, the situation is extremely detrimental to the health sustainable development of the direct selling industry.As can be seen from the above, research of promoting customers loyalty in direct selling model is of great significance. However, it is lack in the present study. Relationship marketing theory research in the direct sales model is still in the introduction stage, the lack of deep research both in the theory and in empirical research, especially the research on the effects of relationship quality on customer loyalty. In additions, direct sales personnel play an important role in customer relationship management (CRM), but the research is quite few which direct sales staff how to affect the relationship quality. So, salesperson characteristics of this research from the angle of customers understand, to study the influence of it on customer relationship quality, joined the customer life forms as a moderator variable both relationship quality and salesperson characteristics. In the end, it can affect customer loyalty through relationship quality. Through document reference and with the direct selling industry personnel and customer communication, putting forward research framework. Then, a questionnaire to customers of the Mary Kay, Avon and An Li in Nanchang, statistic analysis288copies of effective questionnaires using Chinese SPSS17.0, the empirical results verify the hypothesis, basically come to a conclusion as follows:(1) Similarity, professional, customization and moral sales has a positive and significant effect to trust in relationship quality. Similarity, customized and professional will has a positive and significant influence to Commitment of relationship quality.(2) Trust and commitment on customer loyalty has a positive and significant effect, only the proportion is different.(3) The customer life forms of direct marketing mode can be divided into two kinds, which is professional type and household type. Besides, the salesperson characteristics and relationship quality can be adjust by professional type and household type. When it is professional type, sales personnel quality effects on commitment, most affected is customized, then it is the specialization, Similarity in the final. The impact on the trust, in turn, is moral sales, professional, customized, similarity. When it is household type, the impact on commitment, in turn, is professional sales staff traits, customization, similarity. Sales staff characteristics influence on trust, in turn, is customized, similarity, sales, professional moral.Based on the above research conclusion, putting forward some Suggestions for enterprise management practice:(1) Direct selling enterprises should focus on the effect of direct sales personnel qualities to build customer loyal, and it even can decrease the other inputs to increase budgetary allocations for this work.(2) Customized, similarity and professional have a significant impact on the quality of the relationship between two factors, so the three aspects should attached by enterprises and sales staff.(3) The sales staff or business people on both sides of the trust and commitment can be used to assess the current situation of relationship quality, which can be aimed at the weak link of improving the quality of the relationship.(4) Direct sales personnel and direct selling enterprises can develop appropriate marketing plan, according to the type of the customer. The customization is one of the largest factors on commitment after determining customer is professional type customers. marketing personnel should maximum provide with personalized service according to the customer actual demand. Ethical marketing is one of the largest factors on trust of professional type customers, in the face of professional type customers, direct sales personnel must be honesty and trustworthiness. specialization is one of the largest factors affecting customers commitment, in the face of the type that occupy the household type customers, direct sales personnel can try to show their professional level, appearance must be appropriate professional. Customization is one of the largest factors affecting customer trust that occupy the household type, direct sales personnel’s customized ability is an important factor to obtain the type consumers trust. Direct sales can have a thorough understanding about some special habits and hobbies of customers in daily life. Besides, direct sales can excavate the individual characteristics, which customers want to reflect. According to these, direct sales can provide suitable services and products.