Research On The Influencing Factors And Model Of Customer Loyalty In Service Enterprises

In the development of service industry, the research of customer loyalty becomes important. First, based on the literature, this paper builds a customer loyalty model which includes service quality, customer value, customer satisfaction, corporate image and conversion barrier. The conversion barrier includes switching cost, mutual relationship and attractive alternative. This paper also divides customer loyalty into cognitive loyalty, attitude loyalty and behavior loyalty. This chapter also puts forward the hypothesis. Then, according to the customer loyalty model, the customer loyalty index evaluation system is made and the questionnaires are surveyed. In empirical analysis, this paper uses structural equation and BP neural network testing the customer loyalty model, and gets the degrees of various influencing factors on customer loyalty. Finally, this paper compares the results of study, and the results are basically the same. According to the results of study, this paper offers the future development proposals to service industry.