Research On The Impact Of Customer Interaction On Brand Loyalty In Online Brand Communities

With the rising of the experience economy in recent years,whether customers from the brand,products and services can get a good experience is the concerned by many companies.For the purpose of innovation and marketing,enterprises constantly fill customer demanding gaps to enhance customer's loyalty to their own brand.In the Internet economy,the emerging online brand community can quickly gather a large loyal customer base;its outstanding advantages make it become a new and effective marketing tool.Online brand community is created by part of the brand lovers spontaneous organization or organized by the enterprise virtual community,customers in the community can discuss brand knowledge,brand experience or feelings and they can exchange or share their own and others user experience and so on.Online brand community relying on the internet social media,no constraints from time and space,so that customers involved in the realization of zero threshold.This convenience can greatly attract customers;therefore,corporate marketing online brand community has become an indispensable place.A good interactive experience in the community will enhance customer loyalty to the brand;on the contrary,the poor interaction experience in the community may reduce customer loyalty to the brand.How to build an online brand community with a large number of loyal members and how to use the community to effectively enhance customer loyalty becomes a hot topic in the increasingly complex market environment.Based on the qualitative and quantitative methods,this paper has formed the whole framework of the research after combining the literature induction method,the statistical analysis method and the empirical research method.On this basis,the data are analyzed and the conclusion and pertinence opinions are made later on.This paper focuses on the interaction of members in the online brand community,the interaction between customers as independent variables,customer experience value as the intermediary variable,brand loyalty as the dependent variable,to build an "online brand community interaction between customers-customer experience value-brand loyalty " model.At the same time,the author summed up a lot of research results based on the design of theresearch scale,and then uses the SPSS20.0 software to collect the information to start statistical analysis and hypothesis testing.The aim of this study is to improve the theoretical level of online brand community research and to provide effective advice for future practice.It is hoped that the conclusions of this paper will help enterprises to establish an online brand community to enrich the marketing model.At the same time,we hope that this research will bring some inspiration for the future branding of the enterprise,so that enterprises can through online brand community to establish a good brand image and to provide a new environment,and in the future get sufficient brand competitiveness.