| WeChat official account is a new platform for marketing and promotion,and also provides a more convenient link between the customers and enterprises.But there are also some problems in the application.For an example,the account operators lack of insight of the customer loyalty.They don't know what is the real factors that influence the loyalty.Therefore,the customer loyalty is generally low and the customer passing rate is generally high.Which means the function of WeChat is limited.What's more,in the theoretical research area,the theory is too little to provide efficient guide for the companies and account operators.This passage aimed at to study the influence factors of WeChat official account's customer loyalty and provide theoretical guide for the enterprise to help them zoom the effect of this new marketing tool.On the basis of the researches about "psychological contract and customer loyalty",this passage studies the factors of WeChat official account's customer loyalty from the psychological contract aspect.And proved the customer trust is the mediator.This passage used literature research,interviews,questionnaires and statistical method,combined the qualitative research and quantitative research methods.The main conclusion includes:(1)the psychological contract can be divided into five dimensions,includes practicality and quality,customer reward,social profits,communication,emotional award.(2)the five dimensions can dramatically affect the customer loyalty of WeChat official account.(3)customer confidence is a partial mediator between loyalty and psychological contract.The account operators can improve their customer loyalty by enhancing the psychological contract.In conclusion,this passage provided detailed operation advices such as establish online social platform,enhance customer award and so on.What's more,this passage divided the life cycle of WeChat account by its features and supposed targeted opinions. |
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