Reasearch On Customer Loyalty Of TPL Logistic Enterprise

In the era of customer-focused service economy, a stable customer resources provide a strong guarantee for the enterprises meeting changing market demands and competition. Third Party Logistics (TPL) that enable enterprises to make a market response quickly and reduce the cost of operation and management have being more and more popular with enterprises of all ages. At the same time, international logistics giants avalanched into Chinnese market one after another as China expand the scope of its'opened-up areas.While China's domestic logistics enterprises had a birth defects because of their late start in the market competition due to some reasons.So,improving customer retention rate have an important strategic significance for the domestics logistics enterprises.So,which factors influence customer loyalty of TPL logistics enterprises is an urgent issue to clarify. And the existing research on customer loyalty are mostly related to the study of psychological and emotional of individual consumers. While there has been a lot of research on service loyalty in the field of services marketing, but it rarely relates to logistics services.Therefor, this paper studied the influencing factors of customer loyalty of TPL enterprise.Firstly,this paper studies the meaning and classification of customer loyalty which divided into the intention loyalty and behavioral loyalty,and analyse influencing factors of customer loyalty from customer relationship management theory, transaction cost theory, resource dependence theory and social exchange theory respectively. We made 19 factor which impact customer loyalty of TPL enterprises initialy in the process of identifying the factors affecting customer loyalty through meta-analysis of literature at home and abroad, then we verify on the factors through exploratory interviews, revised and refined original factors combined with the actual situation, come to four main factors eventually. Finally,build a scientific and rational questionnaire in order to collect research data from TPL enterprises and its customers in Shaanxi Province,using SPSS 16.0 software statistical packages and AMOS 17.0 software package to establish structural equation model for the factors verifying.The results show that customer satisfaction, logistics service quality, switching costs and interpersonal relationships are the main factors influencing TPL enterprise customer loyalty. Among them, logistics service quality had a greater influence than the others.,and it positively correlated with the two dimensions of customer loyalty; customer satisfaction positively correlated with intention loyalty; switching costs negatively correlated with the intention loyalty and positively correlated with behavior loyalty. There was a positive correlation between interpersonal relationships and intention loyalty. Enterprises should develop and implement customer loyalty management strategy based on the four aspects in order to establish a long-term loyal relationships with their customers.