Research On The Network Customer Loyalty Based On Customer Satisfaction

With the rapid development of the Internet, the popularity of3G networksprovides a wider space for the development of e-commerce. Internet marketing isgradually favored by major companies, which capitalize on network’scharacteristics of open, interactive and fast transmission to expand sales channels.Under such backdrop with combination of opportunities and challenges, in whichcompanies face such a large network of retail market, how to resist the fiercecompetition and secure a competitive advantage as well as stable customerresources is important. Attract and retain loyal customers based on customercharacteristics is the most important issue that remains as a challenge for a lot ofe-commerce businesses.Amid the complex network environment, many enterprises blindly pursuecustomer satisfaction without specifically analyzing and studying customerloyalty of network, after initial customer satisfaction has been achieved. Withextensive paper and bibliography reference and studies, this paper unfolded theessence of customer satisfaction and customer loyalty under current environmentof e-commerce, and analyzed the influencing factors of, as well as theirrelationship between, customer satisfaction and loyalty. Coupled with thecharacteristics of customer loyalty under e-commerce environment, this projectestablished a constructive matrix of appraisal which helped assess the degree ofcustomer loyalty given that decent satisfactions have been achieved, andanalyzed the relationship among various elements of the network which lead to aset of appraisal indicators of customer network loyalty, after which a quantifiableappraisal system or matrix of these indicators were devised. Based on theappraisal system, combining fuzzy C-means clustering algorithm, it constructeda customer network loyalty measurement model for evaluation. Loyalty was then divided into different levels under the context of customer satisfaction beingachieved. Finally, the paper selected ten C2C e-commerce businesses of somegrocery stores and online businesses as cases to testify the model. Actual realdata generated by these businesses would be used for empirical analysis.Resulting conclusion from these data helped come up with specific strategies tofoster and enhance customer loyalty network under satisfactory situation.