Study On The Effects Of The Relationship Between Enterprise And Customer To Customer Loyalty

With the fierce competition in the market, the value of customer loyalty has been widely cognitive, marketing academics and the business community has been aware of the importance of "the maintenance of customers, not just access to the customer" for the enterprise market share and long-term strategic value of financial interests, so customer loyalty has become one of the forefront, of marketing research topics. But most studies focus on the analytic result of customer satisfaction, customer loyalty, lacking of the main driving factors of customer loyalty behavior, while the latter is the urgent problem of the practice of corporate marketing. With the emergence of relationship marketing, academia gradually start to attach importance to the significant impact of the relationship between enterprise and customers on the customer loyalty, including the customer loyalty into the framework of relationship marketing theory, emphasizing on trust, commitment and attraction relationship elements to influence customer loyalty. However, there is a variety of different types of relations between enterprise and customer, its impact on the degree of customer loyalty is different from each other. Therefore, in order to achieve the goal of customer loyalty, the most important issue is to ascertain that the different effects on customer loyalty of the type and extent of the relationship between enterprise and customer.Based on the purpose of this study, the paper studied the concept and types of the relationship between enterprise and customers, dimensions of the relation quality on the basis of review and analysis about relative literatures, pointed out that the relationship between enterprise and customers has an impact on customer loyalty through the relationship quality. And put forward research hypothesis and theoretical model. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the research object and the persons who will be investigated are chose. The paper analyses the distribution of samples and the validity, reliability of the questionnaires through arrangement, coding, inputting, data processing to questionnaire. Then, the paper obtains the different effects of relations between enterprise and customer, relationship quality to customer loyalty by correlation analysis, regression analysis. Meanwhile, verified the assumptions. At last, analyzed the results by theoretical. And put forward marketing strategy. Hope to deepen theoretical about the customer loyalty and the relationship marketing and offer reference for marketing practice.