The Effect Of Service Enterprise Relationship Investment On Customer Loyalty

The increasingly fierce competition in the service industry,the severe homogeneity of service,and the decreased customer switching cost have led to low customer loyalty and serious customer defection.Faced with this situation,companies have adopted relationship marketing tactics.Relationship investment has complex and diverse forms.Although its research on the role and influence mechanism of customer loyalty has made great progress,the intermediate process of its influence on customer loyalty has not yet been fully explored,and few studies have considered the effect of individual differences on customer loyalty.Based on this situation,this dissertation takes the hairdressing industry as an example,from the perspective of customer perceived relationship benefits,constructs a research model of the effect of relationship investment on customer loyalty,and fully considers the role of customer relationship proneness.Using the empirical research method,a total of 461 valid sample data are collected through questionnaire survey and analyzed with professional data analysis software.The following conclusions are obtained:(1)Relationship investment and its three dimensions,interpersonal communication,preferential treatment and tangible rewards,have a significant positive impact on customer loyalty and perceived relational benefits;(2)relationship benefits have positive impact on customer loyalty and partially mediate the relationship between relationship investment and customer loyalty;(3)Customer relationship proneness has positive effect on customer loyalty and moderates the relationship between relationship benefits and customer loyalty.The conclusions of the dissertation provide some practical implications for the formulation and implementation of the relationship investment tactics in the hairdressing industry in China and the improvement of customer loyalty.