The Research On Impact Of Customer Interaction On Customer’s Re-patronage Intention

In recent years, with the rapid development of China’s market economy, some companies began to realize our machining from simple commodity to value-added product development industrial restructuring, more and more companies are beginning to realize the establishment of good customer relations to promote the development of enterprises actively influences. In the fierce market competition, enterprises in addition to the need to constantly develop new customers, old customers patronize again contributed dimension is also very important, and then throughout the wishes of the customer as a measure of an important indicator of customer product acceptance and purchase behavior, causing business leaders and widespread concern in the industry experts. At this stage, the majority of enterprises to establish a customer relationship focused on the interaction with the customer service personnel and their own interaction with customers. However, in actual consumption process, interaction between customer has a number of more frequent occurrence, the impact on the broader re-patronage intention. For example: In the business environment in the public consumption of the customer with a restaurant diners, participate in the same tour group of travelers, etc., may have a certain degree of interaction.At present, the academic theory to study interaction between the customer does not complete, the customer interaction is between the manner in which the impact of customer specific process and then throughout the wishes and influence occurs, have a certain value inquiry. In view of this, this study combined with customer value and customer experience throughout the wishes of another closely related to the introduction of the concept of mediating variables, build a "Customer Interaction between- Experience Value- again patrons will" theoretical framework. Under the guidance of the existing research and theoretical framework, the use of literature review and questionnaire empirical research to a home communications operators of 280 users as subjects, stratified random sampling. Star Web site to complete the questionnaire prepared by the questionnaire, distribution, collection and preliminary statistics, and the raw data into SPSS20.0 software, the use of software for data collected in this study were screened, analysis, reliability analysis completed questionnaire, validity analysis and various correlations between variable dimensions after inquiry, the following conclusions:(1) In the perspective of experience, interaction between customer value and customer experience there is a positive correlation between the various dimensions of the customer to interact with different degrees of impact on the value of the customer experience at all levels.(2) the value of each dimension of customer experience in the review of customer willingness to have a significant impact. Room dimensions(3) customer value and customer interaction experience of words between the wishes of the customer patronage again played a role in partially or completely mediated. In this study, "Customer Interaction between- Experience Value- again throughout the wishes" of the theoretical framework does exist, and clearly show the interaction between the customer and the customer patronage willingness to influence the process again.