The Customer Loyalty Influencing Factors Analysis Of The Japanese Company Muji In China

Recent years,with the development of economy,people's living standards are gradually rising,people are not satisfied with the simple material life,they pursue a lifestyle of higher quality and experience—Experience Economy,experiential hotel? experiential gym and even experiential website rise at the historic moment,competition between enterprises extends from the product layer to a higher level—service.Customer loyalty is a measure of whether an enterprise can operate for a long time,experiential marketing is applied to more and more enterprises.Therefore,this paper takes experiential marketing as the background,it is of practical significance to explore the influencing factors of customer loyalty.This paper takes muji as the case study object,from the customer's perspective,through reading and sorting out a large number of scholars related literature research,and the status quo of the retail industry,dividing the customer experience into sensory experience? emotional experience,?thinking experience,?action experience and related experience,and introducing two related variables: customer trust and conversion cost,exploring the correlation among customer experience,intermediate variables and customer loyalty,then this paper makes an empirical analysis of the questionnaire,reducing customer experience from five dimensions to two dimensions: perception experience and behavior experience,furthermore,the empirical analysis was conducted on the influence of the intermediate variables on customer loyalty,cometo the following conclusion:(1)Among the factors of customer experience and intermediate variables,conversion cost has a relatively large impact on customer loyalty,therefore,customer loyalty can be increased by changing the perspective of cost;(2)Provide customers with more satisfactory experience service with a down-to-earth attitude is an inevitable way to continuously increase customer loyalty;(3)Gain customer trust is the premise to gain customer loyalty,and make customers feel at ease is the foundation for enterprises to win the competition.