Research On Customer Loyalty Of Apparel Products Based On Customer Value

In an increasingly competitive market in the 21st century, loyal customers have become the core elements of the pursuit of various enterprises, more and more enterprises began to enter the customer value point to actively seek their own development of competitive advantage.Since the 1990s, many scholars and entrepreneurs in western countries regard customer value as a new source of competitive advantage. In recent years, with the rapid development of Internet e-commerce activities increasingly frequent, apparel products of network marketing has also been greatly promoted. Apparel industry is the most rapid development of e-commerce in China and ranks the top sales volume of key industries in recent years, so the competition between operators is very intense, which also prompted them to actively think about and seek new competitive advantages. Now more and more operators began to shift to customer value as the starting point, and strive to create more customer value for consumers to enhance customer loyalty and to further achieve their marketing objectives. Based on this, the paper uses the theories and methods of marketing and management and studies the mechanism of customer value influencing network customer loyalty.In order to study the effect and mechanism of customer value of apparel products on network customer loyalty, the author bases on a large amount of reading literature and constructs a conceptual model of the impact of customer value on network customer loyalty by network customer satisfaction as intermediary variable . And put forward a series of hypotheses.Based on the model, four dimensions of customer value, network customer satisfaction and network customer loyalty construction scale were collected respectively, and the consumers who had purchased apparel products on the Internet were investigated and analyzed empirically. Based on the analysis of software processing such as SPSS 19.0 and Amos22.0, the results show that:(1) For the driving factors of customer loyalty in apparel products, the results of the paper show that most factors that constitute the four customer value of apparel products, such as content quality, product purchase cost, product quality, website experience, remediation,personalized service and service efficiency have a significant positive impact on network customer loyalty. But the information search cost, the product use cost, the website design to the network customer loyalty influence effect is not remarkable.(2) For the formation mechanism of network customer loyalty in apparel products, the results of this paper show that the direct impact of customer value of clothing products on customer loyalty of network has passed the test, that is to say customer value will affect network customer loyalty. At the same time, the customer value has significant effect on the network customer satisfaction, indicating that this intermediary variable has obvious intermediary effect, that is, the customer value of the apparel products affects the network customer loyalty through the network customer satisfaction.The study of customer value of apparel products on the impact of customer loyalty,customer loyalty is the impact of factors to further complement. The paper studies the impact of customer value on network customer loyalty, proposes the intermediary variable of network customer satisfaction and constructs a complete conceptual model, which provides a new entry point for customer value and network customer loyalty research. To further enhance their competitiveness, and access to a real competitive advantage, Network apparel stores can establish and maintain a good relationship with customer through the four customer value dimensions.