The Effect Of Consumer Substitute Selectivity On Customer Loyalty Research

The competition of catering industry become increasingly fierce accompany with the development of market economy. In the fierce competitive environment,people pay much more attention to the consumer substitute selectivity which is thouhgt of a impotant factor that affects consumer loyalty. But the problems of how substitute selectivity affects on consumer loyalty and under which condition the differentia of influces on consumer loyalty are not be sloved. Catering industry is still have no idea about how to use substitute selectivity to retain consumers and improve business performance. In this context, the research of consumer substitute selectivity has far-reaching theoretical value and practical significance on consumer loyalty.This paper reviews the previous research about substitute selectivity, customer satisfaction, switching costs and customer loyalty. At the same time it analyses the relationship among substitute selectivity, customer satisfaction, switching costs and customer loyalty. According to the theory of customer loyalty and substitute selectivity, we constuct the theory model of our research combining with the actual situation of catering industry. Furtherly, we put forward the research hypothesis so as to validate whether the model established. The survey questionnaire data of our empirical study is from six selected catering service enterprises in Hefei, then we verify the reliability and validity of the questionnaire. After the completion of data collection, we analyse the data by using SPSS16.0 statistical analysis software.The result reveals that substitute selectivity can be divided into two dimensions—consumer optional and alternatives attractiveness after the factor analysis of consumer substitute selectivity and customer loyalty,next we conduct correlation analysis of each variable. The samples are divided into four categories via cluster analysis according to customer satisfaction and the switch costs,then we make the regression analysis of the four categories samples separately and draw the conclusion of our research which is that under different circumstances the two dimensions of consumer substitute selectivity have different influence on customer attitude and behavioral loyalty.At last, we propose some suggestions about the management of catering industry rely on the conclusion of our research, meanwhile we point out the limitation of our study and the direction of future research.