Research On The Influence Of Customer Perceived Value On Customer Loyalty In Non-Pollution Agricultural Production

Since the 1990 s,with the improvement of living standards,the demand for agricultural products has also changed,from the number of agricultural products into the quality of attention gradually,from worrying about the food and clothing problems into keening to purchase healthy green agricultural products gradually.In this context,non-pollution agricultural products came up.However,many manufacturers of non-pollution agricultural products focus on promoting the consumer to consume.They only pay attention to the number but not the customer's feelings and loyalty.In fact,customer loyalty is the key to win in such a competitive market,specially in the field of agricultural products.So nonpollution agricultural producers should pay more attention to customer loyalty.In recent years,many scholars have begun to shift their attention from the number to the perceived value of customers,because they found the customers perceived value have an important impact on the customers loyalty.In this paper,the writer regards non-pollution agricultural products as the subject of study and analyses the relationship between perceived value and customer loyalty.There are six chapters in this paper.The first chapter mainly introduces the research background,the research purpose and significance,the domestic and foreign customer perceived value and the customer loyalty literature,the research direction,the research object and the breakthrough point.The second chapter is the theoretical and conceptual aspects of the analysis of our current pollution-free agricultural products,customers perceived value and customer loyalty.The third chapter is the hypothesis proposed and the model construction.The writer puts forward five dimensions of customer perceived value of non-pollution agricultural products,which includes safety value,functional value,emotional value,social value and economic value.Customer loyalty is divided into two dimensions,attitude loyalty and behavioral loyalty.The purpose is to analyze the relationship between the five dimensions and the customer loyalty.The fourth chapter is empirical research.Using the Excel and SPSS software to analyze the questionnaire data.The experimental results show that the emotional value and economic value are more significant influence the two dimensions of customer loyalty,and the social value only has impact on customer attitude loyalty,while the functional value and the security value have no impact on the two dimensions of customer loyalty.The fifth chapter is the strategy of improving customer perceived value.The strategy is mainly made from the perspective of government and enterprises.I will elaborate from the policy of improving the education level and the promotion of propaganda in the aspect of government.While in the enterprise,which includes strengthening management,publicity customer psychology and social responsibility.Chapter six is the conclusion and the prospect which include summarizing full text,pointing out the problems and the expectation of the future.