Customer Loyalty Research On Family Car

Customer loyalty theory is the product of market economic development. It has gradually developed changed as the relationship between supply and demand changed. Since the 1970s, customer loyalty research has become a new hot spot of Western management theory. Now it has been successfully applied in many areas such as production manufacturing, services sector and so on.With the development of automobile industry in our country recently, an increasing number of private cars have entered the family. And the competition in the market become more and more fierce. So improving the customer loyalty becomes the important and urgent solution for Domestic car companies' survival. In this paper, customer loyalty theory is introduced to family cars enterprises, to discuss the customer loyalty related issues on the family cars market and bring some reference and inspired for providing some new Marketing strategies and tools to enterprises.Compared with indurable consumer goods, customer loyalty of family cars is different. So as to the evaluation of customer loyalty. The paper establish the family cars customer loyalty driven model. Identify the factors' evaluation index of the model. Design the questionnaire so as to provide data for empirical studies. The main concept of empirical studies including:1,Use statistical statistics analysis software SPSS to descript about customer identity and brand market share and get the situation of family car purchase.2,Verify the reference relationship of customer expectation, customerperceived value, customer satisfaction and customer loyalty by LISREL model. Calculate the path coefficient and amend model, get the final customer loyalty driven model. The customer perceived value has the greatest impact on customer loyalty for conclusion.3,Use factor analysis and Variance analysis, discuss the satisfaction of customer perceived value factors', and the affect of the characteristics of different customer value to customer perceived value.4,Use analytic hieratchy process method to determine the weight of customer loyalty indicators. By calculating the various brand loyalty, get the conclusion of market share and customer loyalty are inconsistent.Finally, on the basic of research conclusions, the concept of customer experience management is introduced. Put forward some strategy for using customer experience management to improve customer loyalty in the automotive industry.