Study On Customers' Characteristic Based On Customer Satisfaction And Loyalty

With the fierce competition and customer pursuing individual demands, enterprises are facing more and more intensive competition situation. If enterprises can effectively improve customer satisfaction and customer loyalty, the enterprise will not only be in an advanced position in market, but also will helpful to build enterprise's core competence.This article, began at the point of relationship of customer satisfaction and loyalty, based on the literature review, according to the relationship of customer satisfaction and loyalty, segments customer into 4 different types, which were called type of low customer satisfaction-low loyalty(short for LS-LL), of low customer satisfaction-high loyalty(short for LS-HL), of high customer satisfaction-low loyalty(short for HS-LL) and of high customer-high loyalty(short for HS-HL). Then used explore methods to exactly describe the characteristic of each group of customer, besides the demographic characteristic and value and lifestyle of customer. And enterprises can take right marketing strategies according to the different characteristic of different type of customer. One on hand, this will improve the effect of enterprise resource; on the other hand, this will help the enterprise to improve customer satisfaction and customer loyalty.After theoretical illustration, this paper surveys the mobile phone user in Xiamen City. Based on empirical analysis of 157 available questionnaires, the conclusions of this paper are following:Firstly, customer satisfaction is an important influence factor of customer loyalty. Customers of high satisfaction trend to be high customer loyalty, and customers of low satisfaction are easy to be low customer loyalty.Secondly, the relationship between customer satisfaction and customer loyalty is multi-dimension. The relationship between customer satisfaction and customer loyalty can group into 4 different types, which are low satisfaction-low loyalty, low satisfaction-high loyalty, high satisfaction-low loyalty and high satisfaction-high loyalty.Thirdly, different types of customer have different characteristic. Based on the empirical analysis, this paper finds that different types of customer satisfaction-loyalty have different characteristic, including demographic characteristic and value and lifestyle of customer.Finally, this paper summarizes the conclusions, management implication, limitation, and point out the directions of further research.