Increase B2C Website Customer Loyalty Countermeasure Research

The rapid development of Internet, especially with the further popularization of mobile Internet, online shopping has become the most people daily life indispensable element.After years of exploration and development of China’s e-commerce hardware and software environment has been improved, but the market scale expands unceasingly, e-commerce is not optimistic, profit customer loyalty is not high is the main reason why the e-commerce businesses cannot profit. How to win and maintain customer loyalty has become a B2 C website needs to solve the problem.As the national living standard gradually improved, people gradually shift attention away from the quality of the product to the experience. Electronic business enterprise can create good experience for the customer, for the customer leave deep impression, expect a greater degree of customer loyalty.Analysis based on the above background, on the basis of customer loyalty theoretical research at home and abroad, combined with the method of empirical study and normative analysis, studied the influence factors of B2 C website customer loyalty, build the B2 C website customer loyalty model, influence factors and puts forward some pertinent to increase B2 C website customer loyalty research proposals.Firstly,this article through to B2 C website empirically, the following conclusions:(1) The customer trust in B2 C website customer behavior loyalty and attitude loyalty positive influence and impact of medium.(2) The service quality of B2 C website produce positive influence on behavior loyalty, but its influence is small, and the attitude towards customer loyalty does not have a significant impact.(3) Switching costs to B2 C website customer behavior loyalty and attitude loyalty does not have a significant impact.(4) The customers rely on to B2 C website customer behavior loyalty and attitude loyalty positive impact and influence is bigger.Secondly, according to the conclusion, to improve B2 C website customer loyalty put forward some countermeasures and Suggestions as follows:(1) Set up customer trust for the principle, the marketing pattern of relationship marketing orientation, and can ensure the consumer data security and privacy of the transaction process, cultivate customer trust in Internet shopping.(2) From improve site performance, optimization of website design, establish the customer’s personal database to provide customized services and emotional investment, enhance the dependence on site to the customer.(3) Pay attion to cultivating enterprise culture; strengthen the service consciousness of employees, improving customer service quality.(4) Set up the system of active communication with customers, research on some key problems in classification; fundamentally understand the characteristics of the customers and their needs.