Research On The Impact Of Precision Marketing On Customer Loyalty

In the new era of China's economic development,market economy is becoming more and more mature,science and technology are changing with each passing day,and many important areas of national life are gradually showing the trend of overall transfer to the mobile Internet.Network precision marketing can not only help consumers quickly dig out effective information from huge information data in B2 C e-commerce,but also help enterprises to establish personalized customer communication service system,which can help realizing the benign interaction between customers and enterprises.This paper chooses customer delivered value as intermediary variable and customer participation as moderator variable to discuss the relationship between precision marketing and customer loyalty.Firstly,the paper collects the research data by means of questionnaire survey.The questionnaire design includes 49 measurement questions about precision marketing(A1-A9),total customer value(B1-B9),total customer cost(C1-C8),customer loyalty(D1-D13)and customer participation(E1-E10).630 questionnaires are distributed to people of different ages,gender,educational level,occupation,online shopping experience,and 523 valid questionnaires were recovered and screened.Secondly,the paper uses SPSS23.0 software to make descriptive statistical analysis of the research data,to analyze the reliability and validity of each variable measurement scale,to analyze the intermediary effect of total customer value and total customer cost,and to analyze the adjustment effect of each dimension of customer participation,so as to explore the interaction between precision marketing and customer loyalty as a whole.The results show that:(1)The dimensions of information accuracy,instantaneity and information intensiveness of precision marketing can positively affect customer loyalty,while positively affect customer value and negatively affect customer total cost.(2)Total customer value positively affects customer loyalty,while total customer cost negatively affects customer loyalty.(3)Total customer value has a partial mediating effect on the relationship between precision marketing and customer loyalty,and total customer cost has a partial mediating effect on the relationship between precision marketing and customer loyalty.(4)The dimensions of work cognition,information searching and interpersonal interaction of customer participation have negative,negative and positive moderating effects on the relationship between positive impact of precision marketing on total customer value,and positive,negative and positive moderating effects on the relationship between negative impact of precision marketing on total customer cost.