Research Of The Customer Loyal Influencing Factor Of The Bookshop

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. The Customer Relationship Management is even more important in the service industry with background of homogeneous product, in which enterprises can not form competitive advantage from technology and product. The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customer, and carrying out high-class customer commitment, is an important safeguard to keep endurable and interactive relationship between customer and the service enterprise with background of homogeneous product. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner.This research is major to discuss customer loyal influencing factor in the service industry with background of homogeneous product. First, this paper research for customer loyal influencing factor in such perspective, that the factor can be controlled by enterprise, and analyses its influence for the customer loyalty as well as discusses the relationship between these factors and other important customer loyal influencing factors, such as customer satisfaction, relationship trust and switching cost. Then, this paper selects bookshop to do the empirical research which is typical belonged to service industry with background of homogeneous product, and combining with the SPSS11.5 analysis technology such as the factor analysis, correlation analysis among these factors, this paper explores how much the demonstration datum sustain these hypotheses. Finally, combinning with the actual condition of service industry with background of homogeneous product, some marketing strategies are put forward on the base of the result of the empirical research.In the service industry with background of homogeneous product,this paper put forward 8 customer loyal influencing factors which can be drivened by enterprise through theoretical analysis and empirical analysis, such as: environment, goods combination, service time, the service of people, individualize service, economic convenience, agility logistics, brand image etc. These factors are positively influence customer loyalty, and also positively influence and customer satisfaction and relation for to customer satisfaction, relationship trust and switching cost. In the loyal influencing factor that enterprise can control, the influence of brand image is the most significant, the influence role which influenced by merchandise related factor is larger than that of the service related factor.