A Study On The Influence Of Customer Experience On The Customer Loyalty

With the increasing penetration of the Internet on people's lives,the significance of the internet to the consumers is no longer just an online platform,but also a bridge connecting the virtual and real world.As a product conformed to the development of market and competition demand,O2 O model has been favored by speculators and consumers,and it has developed rapidly.But at the same time,its immature business model and the homogeneous and low customer loyalty and other issues are gradually emerging,bringing obstacles to the long-term development of it.Therefore,enterprises in the field of O2 O who want to be standing out in the same class should exploring how to enhance customer stickiness.Customer satisfaction and customer service theory show that creating a unique customer experience is conducive to cultivate customer loyalty,reduce customer complaints,enhance market share,and thus enhance the efficiency of enterprises.The customer experience is an important driver of customer loyalty,and the driving strength shows difference in different customer groups.Identifying the diversity in the formation mechanism of loyalty from the perspective of customers is necessary measures for the online retail enterprises to create sustainable advantages.This paper aims to apply the traditional research on the relationship between customer experience and customer loyalty in the field of O2 O from the consumer's perspective.The specific research and conclusions are as follows.Firstly,through summarizing the basic theory of customer experience,we form the O2 O customer experience dimensions with high applicability and construct the conceptual mechanism of the chain from the customer experience to customer loyalty in the context of the O2 O mode.Secondly,based on the confirmation of the survey data with the SMARTPLS software,we determine the final influence path from customer experience to customersatisfaction to customer trust to customer loyalty of the O2 O mode.Finally,based on the final path,we validate the effect of customer heterogeneity on the relationship customer experience-loyalty and find that there are three segments which are perfect experience pursuer,entertainment functional and visual functional consumers.Studies have shown that functional experience is the most important one of all aspects and customer trust is a mediator from customer satisfaction to loyalty.There are significant differences in customer preferences and demographic characteristics within the three segments and the intention to pursue perfect experience is stronger with the improving of the customers' life experiences and overall qualities.The incremental contribution mainly includes two aspects:Theoretically,updating the mechanism model from customer experience to customer loyalty is conducive to enhance the persuasion of the overall model and expand the application of the consumer heterogeneity theory in the effects on the relationship between the customer experience and customer loyalty.Practically,with the growing maturity of the development of electricity suppliers in the recent years,O2 O,as a new business model integrating the online and offline,has been the main power of the overall e-commerce market with its' strong vitality.Exploring the segmentation strategy in the context of O2 O is beneficial for enterprises to build differentiated experience improvement and loyalty cultivation strategy and it also plays an important role in the sustainable development of the entire e-commerce market.