An Empirical Research On The Influencing Factors Of Customer Loyalty

The theory of customer's loyalty is an important subject that the academic and business circles now pay great attention on. With the increasingly fierce competition and the customer contest cost rising in the consumer market, how to establish and retain customer loyalty has become the focus for them. The former research shows that customer satisfaction, customer value, relationship trust and switching cost are important influencing factors for customer loyalty, but there are a lot of differences and ambiguities about their correlation and mechanism in academia, and it's short of comprehensive empirical research on this question.This paper builds a model to analyze the influencing factors and mechanism of customer loyalty of enterprises, in which four important factors: customer satisfaction, customer value, relationship trust and switching costs are included .Regarding the customer loyalty of mobile telephone as a study object, the thesis makes an empirical research on influencing factors of customer loyalty and their importance through questionnaire by applying SPSS, and then the paper finally comes to the conclusions:(l)The customer loyalty is influenced by four factors, such as customer satisfaction, customer value , relationship trust and switching cost;(2)The influceing factors of customer loyalty also interact with each other. In the end of this paper, four recommendations are made:(1)set a positive switching obstacle, improve the switching cost;(2)establish an effect communication channel, enhance the relation trust;(3)take more care for the customers, improve the customer satisfaction;(4)implement experience marketing, improve customer value.