Research On The Influencing Factors And Promotion Strategies Of Customer Loyalty Of FFXNY Co., Ltd.

At present,China's attention to resources and energy consumption is increasing.With the support and promotion of favorable policies of the state,the lithium-ion battery industry has developed rapidly and has huge untapped market potential and development space in the field of new energy.As a professional manufacturer of lithium-ion batteries,FFXNY also faces the bottleneck of customer management in the face of fierce market competition.How to attract and retain customer resources,improve customer loyalty and bring the enterprise sustainable value while constantly updating production technology has become a major urgent problem.By means of combing the research findings of domestic and foreign scholars and questionnaire survey,this paper develops customer loyalty measurement indexes appropriate to FFXNY's own circumstances.From the perspective of customers,it analyzes the relevant factors affecting the company's customer loyalty and provides a basis for improving customer loyalty.Five dimensions selected from customer loyalty scale are: customer satisfaction,customer cognitive value,conversion cost,customer trust and customer loyalty.SPSS22.0 software was used to conduct reliability test,validity test,factor analysis,correlation analysis and influencing factor analysis on the questionnaire data.According to the survey,FFXNY's overall level of customer loyalty is at an intermediate level.In terms of customer satisfaction,customers are less satisfied with product quality and performance.Meanwhile,they fail to reach the level of customer satisfaction in terms of service initiative,professionalism and timeliness of customer complaint handling.However,they are still recognized by customers in terms of product delivery and service attitude.In terms of customer's cognitive value,customers lack certain affirmation on product pricing,cost performance and value-added services.In terms of switching cost,the low switching cost makes customers more susceptible to the marketing strategies of similar competitors,so as to terminate repeated purchase behavior,thus affecting customer loyalty.In terms of customer trust,although customers can trust and tolerate the occasional work mistakes of the company and employees,low customer trust has a negative impact on customer loyalty.According to the analysis results of customer loyalty influencing factors of FFXNY Ltd.,the corresponding promotion strategies are proposed.What the management should manage to do are as follows: firstly,improve product quality and service quality to improve customer satisfaction;secondly,improve the technical level and innovation ability,carry out personalized customer service,and increase the cost of customer conversion;thirdly,carry out customer interaction again,increase customer stickiness,strengthen customer trust;finally,establish the customer loyalty evaluation system.In brief,through the improvement of strategy,improving customer loyalty,FFXNY may achieve an increase in customer resources,sales performance,and continually enhanced market competitiveness.