A Case Of Study Of SL Company About Influencing Factors Of Customer Loyalty Of E-commerce Platform Enterprises

The traditional competitive model is based on the products. In the context of e-business, great changes of the competitive environments and competitive models have happened. As the rapid development of information technology, customers demand more personalized, and can get information through diverse channels, and have a wide selection of products. Customers become increasingly the center of competition. With traditional economic environment differs from that environment of e-commerce business is the core of the customer needs, and strategic objectives are transformed into customer value creation. E-commerce platform enterprises are typical of representatives of e-business enterprises. On the basis of theoretical analysis and the reality of economic background, the paper chose users of SL company as the research object, in the meantime, tried to explain the influence between customer perceived value, customer satisfaction, customer trust, customer complaints, and customer loyalty among.The paper summarizes the relevant theoretical analysis based on the concept of the study, with exploratory proposition on the measure dimensions of customer perceived value, it’s also a complementary research on the measuring dimensions and indicators of customer perceived value of e-commerce platform. The paper comprehensively analyzed the achievements of previous research about Loyalty Model, and presented the conceptual model and research hypotheses about the customer perceived value, customer satisfaction, customer loyalty, customer complaint, customer trust., and the paper related to the conceptual model with collecting data through questionnaires and using of mathematical methods.As shown in the empirical results: customer perceived value and customer trust have a positive influence on customer satisfaction, and have has the same effect on customer loyalty through customer satisfaction; customer complaint has a negative influence on customer satisfaction,and has the same effect on customer loyalty through customer satisfaction,meanwhile, customer complaint also has a negative influence on customer trust; customer perceived value has a positive influence on customer customer trust, and has a negative influence on customer complaint. The paper determined the independent variables that had the biggest impact on customer loyalty is customer perceived value in these independent variables—customer perceived value, customer trust,customer complaint. Besides, the paper found that interest value such as cost value, content quality, relationship value and so on, is the greatest of the impact factors of customer satisfaction and customer loyalty; the paper also found that the higher the degree of customer, the lower satisfaction and customer loyalty; the paper also found that 30-35 age group is groups having the lowest customer satisfaction and customer loyalty.