Study On Customer Loyalty Strategy Of A Company

Company A is a sole proprietorship enterprise that mainly provides pressure flow control valves and system solutions for oil and gas customers in industrial products industry.With China's natural gas demand,large oil and gas and city gas company to speed up the gas pipeline,the door station,station distribution,industrial and commercial civil construction of the city,Company A with international import brand F free-standing control valve as the main pressure management,and use it as the main equipment of gas pressure flow management system solution quickly got customer's approval and recognition,the company's business is growing rapidly.After industry reached a peak in 2014,however,due to the oil and gas prices dropped drastically,clients in new project and maintain the operation of the existing budget cuts,coupled with the rapid rise of the domestic rivals and key equipment into application stage,the customer start to use the local significantly domestic equipment,but still company A toward product marketing oriented,neglect customer relationship management(CRM),resulting in company A decline in customer satisfaction frequently and thus lose the loyalty of customers,and even some big and core customer loss,affects the company's performance.Customer loyalty refers to the degree of customer loyalty.It refers to the degree to which customers form a positive impression on the products,services,prices,brands,etc.provided by the enterprise,and generate preferences and emotional dependence,so as to make repeated purchases.According to Jill Griffin,a senior marketing expert in the United States,customer loyalty refers to the degree to which customers repeatedly purchase products based on their preference for a company or brand.In addition,according to statistics,when the rate of retaining customers increases by 5%,the company's profit can increase by 25% to 85%.Therefore,loyal customers will be the high-quality resources of enterprise competitive advantage and the main engine of enterprise development.Based on the industrial products marketing company A as the research object,according to the customer loyalty theory as the guidance,take the customer loyalty model of three main dimensions of emotional loyalty,customer satisfaction,loyalty and transfer cost oriented to the analysis of the current situation of company A: through the existing influence all aspects of customer satisfaction(product,service,price,brand and corporate image)present situation analysis,found the customer emotional loyalty reasons for the low-price is high,the service is not flexible,etc.;Analysis of repeated customer purchase data from 2014 to 2016 shows that customer loss is serious and behavioral loyalty is low;Through the shortcomings of the existing conversion cost policy,it is found that the conversion cost setting higher than the customer's expectation makes the customer switch to the competitor.Based on the analysis of problems and causes,relevant Suggestions for improvement strategies are proposed,so as to make company A move towards a new customer-centered development model and deploy strategies and actions guided by the three main dimensions of customer loyalty model,so as to improve customers' emotional and behavioral loyalty.