Research On The Relationship Among Customer Experience,Relationship Quality And Customer Loyalty

With the advent of the internet era and the flourish of logistics industry,online shopping becomes easy and convenient.All kinds of B2C and C2C online shopping platform flourish very fast,and the survival and development of traditional retail industry has been threatened.At the same time,the marketing of enterprise is changing a lot.Traditional marketing doesn't effectively promote customer purchase,improve the quality of relationship between enterprise and customer,and improve customer loyalty.If traditional retail industry wants to survive and develop in the competitive market,it should focus on strengthening the effect of customer experience,improve the relationship quality between enterprise and customer and improve customer loyalty since the traditional marketing ways already hasn't adapted to the development of the Internet age.Cultivating loyal customers by using experience marketing and relationship marketing strategies will bring a significant impact on the development of traditional retailing.The demand of consumer is changing all the times under the background of new era,standardized products and services have already couldn't meet consumers' needs.Only personalized goods and services can attract consumers'attention,then drive them to purchase.It will improve customer satisfaction,enhance customer trust and drive customer to make psychological commitment if an enterprise can make customers perceive the specific conditions of the goods and services by experiencing in advance.At the same time,customer satisfaction,customer trust and customer commitment not only help increase the possibility of customer purchasing behavior,but also have a significant positive impact on cultivating loyal customers.This paper starts from the perspective of customers,makes the traditional retail as the research object and introduces relationship quality into experience marketing field to discuss the relationship among customer experience,relationship quality and customer loyalty in the empirical.After reviewing and summarizing past related research about the conception,dimension and mutual relation of customer experience,relationship quality and customer loyalty,according to previous scholars' research achievements and the characteristics of traditional retailing,this paper divides independent variable customer experience into product experience,environment experience and relationship experience,and divides relationship quality into customer satisfaction,customer trust and customer commitment.On this basis,it put forward its research hypothesis and theoretical model.Then this paper collects data in the form of papery questionnaire and electronic questionnaire.Then it uses SPSS 18.0 to analyze the related data.After analyzing the related data,we can get some research results.At last,we can get the following research conclusions through the empirical analysis:Firstly,customer experience has a positive influence on customer loyalty and customer experience has a positive influence on relationship quality.Secondly,relationship quality has a positive effect on customer loyalty.Thirdly,relationship quality plays an intermediary role between customer experience and customer loyalty.Then this paper puts forward some management suggestions for traditional retail operators based on the above research conclusion.It hopes to help to enhance the effect of customer experience of traditional retail,improve the quality of relationship between enterprise and customers and cultivate more loyal customers.