A Study On The Relationship Between Customer Return Scheme And Customer Loyalty Of Enterprise Micro - Credit Public Platform

Throughout the history of relationship marketing theories’development, enterprises are increasing attention on customers’ demands. There is one basic fact that it is more difficult to develop a new customer than to maintain an old customer. Whether traditional marketing or PC network marketing, companies and customers’ relation has reached some level of sublimation, relationship marketing is becoming a new marketing mode in mobile Internet era. On one side, immediacy and sociability beyond the traditional Internet networks, are making information shared immediately, which makes companies in a perfectly competitive market environment, where customers have the initiates.Customers’ loyalty fleet easily; on the other side, companies are lack in maintenance and manage ring customers’ loyalty in the new era of mobile internet which may rush to establish and implement plans for return. Enterprise micro-channel marketing platform as the mobile Internet era of new tools, there have been different types of marketing and promotions, but how to measure the effect of the customer loyalty is questionable. Thus, in the mobile Internet environment, study companies We Chat return plans impaction to customer loyalty, not only can fill the research system reward program, improve return on plan design scene, even more to guide enterprises to foster customer loyalty, to perform customer management and maintenance effectively.This study collects data for empirical analysis by questionnaire design. Writer consult the main domestic and foreign literature in the beginning. Literature study focused on two aspects, one is the customer reward programs and customer loyalty research relationship, one is a mobile internet community loyalty research. Through the study of two types of research literature to understand the basic theoretical models and concepts. Then the present situation and characteristics of our existing micro-channel platform Reward Programs, to build the relational model and customer loyalty reward programs under mobile internet environment, and propose hypotheses. Finally assume design questionnaires to collect and analyze the rationality of questionnaire data, models and test hypotheses.The results show that the design elements of corporate micro-channel public platform for customer reward program, and accurate return, timeliness return, interaction, and mutual dimensions such variables have significant impact on the perceived value and customer loyalty. The timeliness of the return has no significant presence impact on the perceived value, but a significant negative impact on customer loyalty.Electronics returns have no significant impact on customer perceived value or customer loyalty. The study results suggest that the design of public enterprises in the micro-channel platform of customer reward program, in addition to combine the micro-channel public platform features, focusing on accurate returns, but also pay attention to the daily interaction and communication with the user, put the reciprocity mechanism into account, and strengthen customer relationship.