The Research On Customer Loyalty Ascending Strategy In A Corporation

With increasingly developed technology and market of financial software, market competitions are becoming aggravating because of product homogeneity, market saturation and high penetration. In the financial software industry, software vendors have been on the ends of Smiling Curve and evolve into oligarchic competitive landscape.While agents and providers are vulnerable, suffering from the squeeze of both customers and vendors. How to continue high-speed growth and get a good position in the intense competition during supply-side reform and the Internet plus era? Throughout experienced rapid growth, customer service quality becomes more and more important role among dealers and providers. Delivering superior service is for satisfaction of clients. What may really help to bring sustainable value is customer loyalty.A Company, as the largest provider of YONYOU in Shanghai, customer satisfaction decelerated growth in recent years--even below that of competitors--associated with customer churn rates rose and customer loyalty declined. If the above questions cannot be recommended and improved timely, it is bound to have a negative impact on company reputation--even led to turn away a huge percentage of regular customers. How to establish the customer retention system that fits A Company’s development is the utmost urgency.By analyzing correlation theories of customer loyalty combined with the existing conditions of A Company’s customer management, the author of this thesis takes a consumption investigation and analysis of A Company’s customer loyalty from four factors including customer satisfaction, customer perceived value, customer trust relationship and switching cost. The research shows that A Company’s low customer service quality and customer perceived value led to low customer satisfaction moreover, low customer satisfaction and customer trust relationship led to low customer loyalty. By means of modern market theories such as STP and 4Cs, the author initially determined strategies to enhance A Company’s customer loyalty. These strategies not only have a positive impact on keep the current customer, but improve bids purchase preference as they have some uses for reference in theory and in practice to improve the customer satisfactions and loyalties of management software providers.