Analysis On The Influencing Factors Of Customer Loyalty Based On The Sellers Of Tmall Platform

With the development of e-commerce,the network economy has become an important part of the national economy.The B2 C e-commerce platform shopping model has become one of the mainstream models of the network economy.With the acceptance and adoption of e-commerce by more enterprises,more and more online sellers begin to choose to join e-commerce,and the competition is becoming more and more fierce.The operation costs of the B2 C platform sellers are also rising,especially the marketing cost of the sellers is particularly prominent.By improving the stickiness of users and increasing the loyalty of users to sellers,it is an effective way to reduce the costs of marketing.Therefore,it is the key problem to analyze the influencing factors of customer loyalty and obtain the weight of the influencing factors.On the basis of reading a large number of scholars' research literature on customer loyalty and factors affecting customer loyalty,this thesis makes an empirical study on the influencing factors of customer loyalty to the sellers of Tmall platform.This thesis mainly contains six aspects,the first is to explore the status and dynamics of customer loyalty and factors affecting customer loyalty at home and abroad using literature data,to explain the research background,purpose and significance,that is,to improve customer loyalty is one of the effective ways to reduce operation cost,and reviews the research trends of customer loyalty and influencing factors at home and abroad.Ideas,methods,contents and innovations are explained.The second is to understand the current understanding of Tmall business by investigating 20 stores on Tmall platform on how to increase customer loyalty to online stores.Third,on the basis of previous studies,we draw a set of factors that influence customer loyalty,and summarize them into three levels: business level,customer level and logistics service level.The fourth is to get the relationship between the influencing factors and customer loyalty.Through the questionnaire,we obtain the understanding and influence degree of consumers' influence factors on customer loyalty(independent variables),and the measurement of loyalty(dependent variable),the construction of the structural equation model of the post test data and the related indexes of the structure,so that can derive the relationship between independent variables and dependent variables.In this way,the influence of the factors of business level,customer level and logistics service level on the loyalty of Tmall platform business customers is obtained.Fifth,on the basis of the results of empirical research,some suggestions are put forward on how to improve the customer loyalty of Tmall platform sellers from the aspects of controlling the product and service quality,selecting the logistics service providers and paying attention to the customer experience.The sixth is to summarize the shortcomings of this study,and put forward the possible problems in the research process and the unfavorable factors affecting the experimental results.This thesis study found that the factors of business level,customer level and logistics level have a positive impact on customer loyalty of Tmall platform sellers,while customer level factors have positive influence on business level factors,and business level factors also have positive influence on logistics level factors.Therefore,on the basis of improving the quality of service and increasing the brand of the enterprise on the Tmall platform,the sellers should strengthen the operation and management of customer satisfaction and customer trust.At the same time,the logistics speed and distribution service have little influence on customer loyalty,but it can not be ignored.The sellers should strengthen the monitoring and management of service quality for the third-party express delivery companies.