The Research On Influencing Mechanism Of Enterprise-Customer Interaction Behavior On Customer Re-Patronage Intention

Nowadays, with the rapid development of web network interactive technology and the popularity of online shopping, the market competition is increasingly fierce, and the phenomenon that products and services are homogeneous is more and more serious. It is much more difficult for an enterprise to attract customers' sustained attention by marketing strategies which focus on products and services. Nevertheless, if the enterprise can successfully interact with its customers, it will stand out from the ordinary. Meanwhile, previous researches have found that enterprise-customer interaction can effectively improve the relationship between enterprise and customers. Therefore, based on the theory of S-O-R, this study builds and empirically researches the theoretical model which explores the impact of the customer interaction(personal recognition, customer empowerment, contact authority) on customer re-patronage intention from the perspective of customer trust and customer commitment.This research uses the Tabao's and TMall's customers in China as the research objects, collects data through the online questionnaire survey, utilize s SPSS18.0 and Smart PLS2.0 to analyze data and test hypotheses. Some important conclusions are drawn as follows: the customer empowerment can significantly enhance customer trust to enterprise, but the positive effect to customer commitment is not significant; contact authority can significantly enhance the level of customer trust and commitment to the enterprise; customer trust and commitment are important factors to improve re-patronage intention, which are also the effective medium between customer empowerment and re-patronage intention as well as between contact authority and customer re-patronage intention; the effects of personal recognition on customer trust and customer commitment are not significant, and pe rsonal recognition has a directly negative influence on customers re-patronage intentions.According to the results of our study, this research provides the following management recommendations:(1) an enterprise should attach great importance to the customer interaction for maintaining customers;(2) an enterprise should or businesses actively implement the contact authority to enhance customer trust and commitment, and then improve customer re-patronage intentions;(3) an enterprise should or businesses value the customer empowerment to improve the level of customer trust, and then strengthen the re-patronage intention of these customers;(4) as for personal recognition, an enterprise should carefully select and closely monitoring the interactive tool when they are interacting with online customers.