Factors Influencing On Customer Retention Of "DiDi Chuxing"

With the increasing of consumers' awareness of sharing economy,it is expected to increase consumers' desire to consume again,as a result,the research about customer retention in this field has great significance.This paper combines the theory of social capital theory,reciprocity theory,customer value perception and customer retention with “Didi Chuxing” platform as the research object,and constructing the structural equation model,to find out the main factors which influence the customer retention in the Internet company.According to the team investigation in the summer vacation,the research collected the individual information of 2000 “Didi Chuxing” users,400 passenger questionnaires were released,and designed measuring scale accordingly.We pose 9 hypotheses according to the research achievements of related theory and literature research about customer retention in the field of marketing and we construct the structural equation model to verify the hypothesis.On the basis of the survey data and model analysis,this paper draws the following conclusions: three main factors affect the customer retention of "DiDi Chuxing" : reciprocity,brand image,promotion activities and additional activities,in which the partial influence of reciprocity is reflected by customer value perception,and the brand image is fully embodied via customer value perception.Promotional activities and additional activities directly affect customer satisfaction.All factors affect customer retention via customer satisfaction.In particular: Customer satisfaction plays a role in customer loyalty,and customer loyalty represents the measurement of customer retention;reciprocity,brand image has an impact on customer value perception,but brand image have more effect on customer value perception than reciprocity,and customer value perception will affect customer satisfaction and then affect customer loyalty.Reciprocity not only affects customer satisfaction through value perception,but also directly affects customer satisfaction,and then affects loyalty.At the same time,promotional activities and additional activities will directly affect customer satisfaction,however,the direct impact of reciprocity is greater than the impact of promotions and additional activities,and reciprocity affects user satisfaction indirectly via customer value perception,so the total impact of reciprocity is greater than that of promotions and additional activities.On the other hand,because the brand image indirectly affects customer satisfaction via user value perception,while promotional activities and additional activities directly affected customer satisfaction,and the value of its positive relationship is greater than the value of the brand image on the customer value perception,so it can be concluded that the effect of promotion activities and additional activities on the customer retention is greater than that of the brand image.Therefore,the role of variables in maintaining customer retention is ranked as: reciprocal,promotional activities and additional activities,brand image.This study is the first of its kind to review customer retention on Internet company related resource-sharing,it should support the evolution of customer retention value on Internet resource sharing platform,it can be used for reference in the follow-up study;It can also carry out the promotion of the same type of follow-up research.