The Empirical Study Of Customer Loyalty In Campus Staging Platform

"Internet+" and the internet financial market changes have led to the rapid growth of internet credit consumption,campus staging platform has also been rapid growth.Campus staging refers to a kind of student-oriented installment business.For a time,internet consumer finance novice continuous influx of internet credit consumption in the field of competition is becoming increasingly fierce.In the homogenization of highly competitive internet credit consumption,if only just differentiated services is not enough to support the success of an enterprise,customer loyalty is important secret of the campus staging platform.This paper attempts to explore the direct or indirect impact of customer psychological contract and other variables on customer loyalty in the specific context of campus staging platform.This paper first reviews the literatures,reviews the related theories,reviews the contents of the theories of customer psychological contract,customer perceived value,customer switching cost and customer loyalty.Based on the research of domestic and foreign scholars,this paper establishes the research model of customer loyalty in the campus staging platform,and puts forward the hypothesis which influence customer loyalty in the campus staging platform.In this paper,the questionnaire survey method is used to analyze the customer loyalty model in the campus staging platform,and the above assumptions are validated.The results show that customer satisfaction is significantly positively correlated with customer loyalty.The negative effect of customer conversion cost is obvious and the intermediary effect of customer perceived value is very significant.Based on the results of the research on influencing factors of customer loyalty in campus staging platform,some suggestions are put forward.Such as focusing on the internal construction of psychological contract,strengthening external linkage,playing the intermediary role of customer perceived value,convergencing with the bank credit system,establishing the internet financial external disclosure system,improving the construction of credit platform in campus staging platform and other proposals.