A Research On The Impacts On Relationship Bonding Tactics Of Department Store On Customer Retention

Department store is in a leading position in the retail industry of our country for a long time, and has a number of customers. With the development of the retail indutry, the rise of all kinds of new retail formats such as store,discount store, online store, which makes the competition of retailing industry of our country increasing intensing, the loss of customer of department store is very serious. Therefore, for departemnt store, it is important how to maintain long-term and stable relationship with customers and retain customers.Relationship bonding tactics are the main way to implement relationship marketing, customer retention is one of the important output variables of relationship marketing, but the research of the relationship between the relationship bonding tactics and customer retention is rare. Value is the foundation of relationship,and the fundamental factor of customer retention, based on this, under the research background of department store, from the perspective of customer perceived value, adopting the method of combining literature research and empirical research, this paper bulids the model of the impact of relationship bonding tactics to customer rentention, then collect data by survey, using SPSS and AMOS software verification the validity of the questionaire, and the research model.Through the empirical analysis, this paper got the following conclusions:(1) Financial bonding tactic positivly affects the customers’ perception of utility value and emotional value;(2) Social bonding tactic positivly affects the customers’perception of social value, negativly affects the customers’perception of emotional value;(3) Structural bonding tactic positivly affects the customers’ perception of utility value, social value and emotional value;(4) Utility value, social value and emotional value positivly affect customer retention;(5) Structural bonding tactic positivly affects customer retention, Financial bonding tactic and Social bonding tactic do not significantly affect customer retention.Finally, according to the research conclusion of this paper, put forward suggestions of designing and implementing relationship bonding tactics. Department store should attach great importance to the application of structural bonding tactic in daily operation, apply social bonding tactic suitably, and use the financial bonding tactic rationaly.