Research On Customer Loyalty Issue Of Jiajiayue Group

Retailing plays a vital role in guiding the production and expanding consumption.Retailing in the past neglected the customer experience and their perception,thus simply existing as an extensive form of selling.The development of information technology has engaged increasingly intensive attacks on the traditional retails.Enterprises begin to realize that customers are the center of value creation.Thus,this paper starts with the source of customers' perceived value,categorizing it as the value of merchandises,services,and socialization,and the environmental factor and carrying out an empirical study of the relationship.This paper adopts the in-depth interview,questionnaire survey,and regression analysis in the case study of the customer loyalty and its influential factors of"Jiajiayue".In the first part,it introduces the research background and the meaning.Based on that,it introduces the concepts and theories related to the research and points out the influential factors to the customer loyalty.Next,it analyzes the rivals of Jiajiayue group,followed by a research of the customer management situation and its cognitive biases on customer loyalty.Based on that,it has designed a questionnaire about the customer loyalty condition of the group and established a model of influential factors about the customer loyalty of Jiajiayue.Through distributing the questionnaire,it carries out the survey of Jiajiayue's customers.The effective number of the collection is 302.It processes and analyzes the data through the statistical software.The conclusions are:(1)The value of services,environmental factors,the value of merchandises and the social value have prominent positive effects on customer loyalty.Among them,the value of service has the most remarkable influence.(2)The customer satisfaction has the prominent positive effect on customer loyalty.(3)The merchandise value,service value,and social value,and the environmental factors influence the customer loyalty through customer satisfaction.According to the result of the empirical analysis,the paper suggests that Jiajiayue should combine the online and offline sales together,be customer-oriented to push the reform of its retail model,the sales promotion precision,the scenario-based model transformation,and the addition of reach points.And by means of the consumption data,it suggests to the group to portray its customers and to mine deeper into the customer data,thus realizing a consumption upgrade and the application of new retail technology to enhance the upgrade of customer experience.