Study On Customer Loyalty Based On Customer Participation In B2C Mode

With the rapid development of China's tertiary industry,academia conducted a more in-depth marketing research.Researchers are paying more attention to the researching of customer value,which emphasizes customer-centric and making marketing strategy across customers.Because of this customer participation and customer loyalty has become a hot issue of marketing research.This study focused on how customer participation affects customer loyalty by the customer switching costs and customer satisfaction.With reviewing the past literature and setting the B2C mode as the research object,the researcher of this study gives the hypothesis.Then research wants to prove these hypothesis through the methods of empirical analysis such as factor analysis,structural equation model and so on.At last,researcher draw the conclusions and makes suggestions for the B2C mode.This study involves three areas.First,the research of the dimensions of each variables.Second,the research of the relationship between each variables.Finally the research of the formation mechanism of customer loyalty.Through factor analysis method,this study suggests that customer participation can be divided into three dimensions which content information sharing,responsible behavior and personal interaction;customer switching costs can be divided into procedural switching costs,the financial switching costs and the relational switching cost.Through establishing the structural equation model,this study suggests that customer participation positively affects the procedural switching costs and relational switching costs of switching cost positively;customer participation positively affect customer satisfaction;customer switching costs positively affects customer loyalty;customer satisfaction positively affects customer loyalty.In addition,through measuring the mediating effect,this study suggests that customer participation directly and indirectly affects customer loyalty by the procedural switching costs and relational switching costs.Meanwhile customer participation directly and indirectly affects customer loyalty by customer satisfaction.Finally,the research draws the conclusions that:in the B2C mode,customer participation,customer switching costs and customer satisfaction directly affects customer loyalty,customer participation indirectly affects customer loyalty by customer switching costs and customer satisfaction.According to the research results,this study gives the suggestions that managers in B2C mode should improve customer loyalty by improving customer participation,customer satisfaction,customer switching cost.With confirmatory factor analysis(CFA),the variable dimensions has certain credibility.This paper make significance test on intermediary effect of the results of SEM.It has more persuasiveness on study of middle variable path by measurement of intermediary effect if significance test is passed.Further more,this study also assume the relationship between customer participation and customer switching costs innovatively,and verify the relationship by empirical research.Nevertheless,this paper still has certain deficiencies.Research of behavioral science is effected by unknown factors influence and promotion may have some difficulty.