Research On The Influence Of Customer Interaction On Customer Repurchase Intention

As commodity trading gradually shifts from a seller's market to a buyer's market,the diversification of commodities has created an increasingly complex and diverse consumer demand.Under such circumstances,more and more companies have realized that it is necessary to establish and develop a sustainable and sustainable relationship with customers.Relations have important implications for the long-term development of the company and the building of its core competitiveness.In the increasingly fierce market competition,how to allow customers to purchase the company's products and services again has become the focus of attention of all walks of life.The theory of Customer Value points out that the perceived subject of customer value is the customer.This requires the company to establish a close relationship with the customer through the interaction with the customer from the perspective of the customer,and to enhance the customer's repurchase intention on the basis of satisfying the customer value.However,the actual utility of company-customer interaction on customer value has not been tapped,and the process of the influence of business-customer interaction on customer repurchase intention is a topic that is relatively neglected by previous studies and worthy of further study.At the same time,there is relatively little research on the customer behavior in the training industry corresponding to the expanding market scale of the training industry in China.Based on the above realistic and theoretical backgrounds,this article takes the customer's repurchase intention of the training industry as the research theme,focusing on the influence of the enterprise-customer interaction of the training industry on the customer's repurchase intention,and deeply discussing the relationship between interaction and customer behavior.in the service environment of the training industry.Referring to the SOR model in environmental psychology,this paper takes enterprise-customer interaction as an environmental stimulus,customer value as an organism,and customer repurchase intention as responses.Based on the review of existing literature,a research model is proposed and the following content is studied.First,using the key event method,based on relevant literature and qualitative interview results,the company-customer interaction in the training industry is divided into three dimensions:employee-customer interaction,product-customer interaction,and brand-customer interaction.This study designed a company-customer interaction scale that included the above three dimensions.The effectiveness of the scale was verified through questionnaire survey.The test results showed that the scale had good reliability and validity.Secondly,the research model of enterprise-customer interaction influencing customer repurchase intention under the context of training service is constructed,and the mediating role of customer value is analyzed.The research shows that under the training service environment,the employee-customer interaction and brand-customer interaction experienced by customers have a significant positive effect on the customer's functional value,cognitive value and social value,and the product-customer interaction has a positive impact on the customer value.The positive impact is not significant;the customer's functional value,cognitive value,and social value play an intermediary role in the process of business-customer interaction and customer repurchase intention.This paper studies Given that employee-customer interaction and brand-customer interaction in the training industry have a significant positive impact on customer repurchase intentions,and that customers' attention to functional value is much higher than social value,this means that employees in the training industry-Customer interaction and brand-customer interaction can better help companies improve the perception of customer value.Training companies should focus on satisfying the customer's functional value to win customers' patronage.