The Research Of CRM In A Papermaking Equipment Company Based On The Customer Loyalty

Nowadays market competition is becoming increasingly fierce,customer has been one of the most important resources for an enterprise and the management of enterprises has shifted its focus from the product marketing of “production orientation” to “Customer Orientation”.Customer Relationship Management(CRM)has become one of core competitiveness of the enterprises.By implementation of CRM,enterprises can build and maintain good interaction relationship with customers,explore the deep-seated needs of customers and understand customers' behaviors,and meet customers' demands for personalized products and services,improve customer satisfaction,win customer loyalty,increase customer value,and ultimately improve the profitability of enterprises.Papermaking equipment industry is no exception.With the overcapacity of paper and paperboard,the new investment in paper industry is reducing,and the Papermaking Equipment Enterprises are facing fiercer competition.It is crucial for A Papermaking Equipment Company to enhance the customer relationship by implementing CRM actively.How to capture customers,understand customers' needs,and provide them with high quality products and services to win their loyalty.A Papermaking Equipment Company has to take those questions seriously and answer them with suitable solutions immediately.This paper not only has practical significance in terms of CRM optimization strategy for A Papermaking Equipment Company,but also has reference value for other companies in paper industry.Through the study of the literatures related to the theory of Customer Relationship Management and Customer Loyalty,this paper summarized the definition,connotation,core and target of Customer Relationship Management,and mainly discussed the Customer Loyalty and its influencing factors: Service Quality,Customer Perceived Value and Relationship Quality.After interviewing some experts on papermaking industry,combined my experience in papermaking industry,I analyzed the situation of management of A Papermaking Equipment Company,focusing on analysis of competitiveness,customer type and the status of CRM in A Papermaking Company.On this basis of previous research,this paper sorted out a driving model of Customer Loyalty,and on basis of the model,questionnaire survey was carried out on A Papermaking Equipment Company's customers,the 105 valid questionnaires were collected,using SPSS to analyze the reliability,validity and mean of the questionnaire data,and I also did the correlation and regression analysis of four variables,obtained the results reflecting the current situation of CRM in A Papermaking Equipment Company.I analyzed the causes and found out the intrinsic link between these four variables.Then based on the survey results,combined with customer relationship management and customer loyalty theory,I put forward some optimization strategies of customer relationship for A Papermaking Equipment Company.The main conclusions of this paper:If a Papermaking Equipment Enterprise wants to take a good position in increasingly fierce competition in the market,it must actively implement customer relationship management,segment the customers on basis of customer value and customer types and allocated the limited resources to the different customers with different values;at the same time,it needs to strengthen the communication with customers,establish and maintain the good quality of the relationship with customers,identify and meet the customers different deep seated needs,enhance customer perceived value,so as to obtain the trust of customers,to win customer loyalty,increase the number of loyal customers,come into the enterprise competitive advantages.Based on the analysis of survey result of A Papermaking Equipment Company,this paper obtained that the customers' evaluation on service quality,relationship customer,customer perceive value and customer loyalty was not as high as expected and the different types of customers have the different evaluation on these four variables,A company need to strengthen the CRM on basis of different types of customers;At the same time,this paper testified that service quality,relationship quality and customer perceived value have a significant positive influence on customer loyalty,and service quality and customer perceived value also have a significant positive influence on relationship quality.Finally,based on the analysis result of questionnaire and combined with the CRM theory and Customer Loyalty theory,in order to achieve customer loyalty,this paper put forward some optimization strategies such as Allocation of limited resources on basis of different customers,“walking into customers and Inviting customers into us” communication strategies and combining the relationship quality with performance evaluation.