Study On Driving Factors Of Customer Loyalty Of Yunnan Pu'er Tea

With the rapid development of Internet technology,Internet shopping has gradually become one of the major consumption methods of people.The customer's optional increase,the customer's loss rate is gradually increasing.Yunnan Pu'er tea companies want to continue to maintain market advantages,in addition to constantly improve themselves,but also able to retain the hearts of customers.Enterprises should actively cultivate and maintain customer loyalty,establish a customer-centric operating system,fully tap customers' real needs,maintain customer relationships,and value customer lifetime value development.This article uses 400 customers who bought and tasted Yunnan Pu'er tea as research objects.Based on customer loyalty and related research results,combined with the development and current status of customer loyalty in Yunnan Pu'er tea,to find the factors that can affect the generation of Pu-erh tea in Yunnan.At the same time,it constructs the theoretical driving model of Yunnan Puer tea customer loyalty and puts forward relevant research hypotheses according to the theory.Finally,the statistical data processing software was used to analyze the research data,analyze the nature of each driving factor and its specific driving mechanism,and finally put forward the countermeasures and suggestions to maintain Yunnan Pu'er's customer loyalty.Analysis of the case study shows that:There is a significant positive correlation between perceived product quality and customer satisfaction.Product cost and customer satisfaction show a significant negative correlation.Product emotion and product quality also have a certain promotion relationship with customer loyalty.The three factors of transfer cost,employee satisfaction and customer satisfaction can significantly improve customer loyalty.