The Study Of Mechanism On How The Need For The Word-Of-Mouth’s Cognition Influences Customer Loyalty

In the current era, the enterprise wages fierce price wars and advertising campaigns in order to fight for market, grab customers. With the rapid development of modern high-tech and the Internet, the enterprise begins to try to take advantage of the emerging media whoop to propaganda their product or service. Research has shown that on the route of transmission of information for consumers, the influence of word of mouth is7times higher than the media advertising and4times higher than the selling. In the increasingly fierce market competition environment, if enterprise can gain good reputation, it will win the important magic weapon to gain repeat business. Therefore, enterprise pays more and more attention to the use of word of mouth marketing, making full use of social network transmission between to propaganda themselves, and win more loyal customers.But in front of advertisement, consumers show more rational. Advertising propaganda often comply with the benefit of the enterprise from the perspective of enterprise, and word of mouth information disseminator is generally the same independent consumer out of the enterprise. Therefore, the message of the communicators of word of mouth is often considered as objective and independent one, trusted by the recipient of word of mouth. So consumers often find information about a product or service before buying, either through the people around you, or the universal network, searching for the evaluation of other consumers. In the process of getting information of a product or service, consumers will take the initiative to determine the content of the information to understand and make their own assessment.Through the analysis of existing literature, few academic studies show clear relationship between the need for word-of-mouth’s cognition and the customer’s loyalty. What’s more, this study also finds that the satisfaction and brand image may present the intermediary role. So this article investigates how the need for word-of-mouth’s cognition influence customer’s loyalty, and the role of satisfaction and the brand image in the process of the impact, using SPSS20.0tool for data analysis, regression analysis method on empirical research, in the mobile phone industry as the research area, college students as participants. The results indicate that positively influences customer loyalty, customer satisfaction and brand image. Even more, the mediating effect of satisfaction and brand image in the influential process is significant. In the end, this article proposes relevant management advices based on the study results.