The Research Of Customer Satisfaction-Customer Trust And Customer Loyalty

Service marketing and the consumer behavior researches are important components of the marketing field. Customer satisfaction,customer trust and customer loyalty are the most important in consumer behavior researches. Since the 1990s, increasing customer satisfaction and cultivating high-quality customer loyalty gradually aroused the attention of the enterprises, and have being become one of the direction of development; Considering the current low level of domestic and abroad, the theory research based on customer satisfaction, trust and loyalty is not adequate, systematic study in the latest research achievements on the basis of choice of the most rapid economic development of the catering services as the industry samples studied is theoretical and practical significance of customer satisfaction, trust and loyalty issues.Through the Review of the relevant literature research both domestic and abroad,establishing a theoretical model , through a large sample of empirical research , researches the factors of customer satisfaction, as well as the relationship among customer satisfaction,customer trust and customer loyalty, customer trust has played an intermediary .customer differences will be the impact of customer satisfaction,customer trust and customer loyalty. Study found that: (1) In the catering industry .customer satisfaction mainly by corporate brands performance, service quality , price and quality perception of the impact of perception . The feedback for customer satisfaction and will not have a significant impact ; (2) customer satisfaction on customer trust and customer loyalty have a significant impact ;Customer trust has played an intermediary between the customer satisfaction and customer loyalty ; (3) Individual consumers will be the difference on the consumer brands business performance, price perception, quality perception, the feedback evaluation of certain differences, then will be shown in the evaluation of customer satisfaction, it will also affect the final customer trust and customer loyalty. The main innovation of this study include: (1) the subject reflects the thinking of combining theory and practical ;(2) the systematic study of the theory of customer satisfaction, customer trust and customer loyalty content ;(3) an integrated research framework, namely, the relation model of customer satisfaction, customer trust and customer loyalty;(4) creatively utilizing the structural equation modeling to examine the intermediary role of customer trust.