Research On Influencing Factors Of Express Company's Customer Loyalty

With the booming Chinese economy and increasingly advanced communication technologies, online shopping transactions increase rapidly. Thus, Express has become an important channel for the circulation of commodities. In the fierce competitive environment, these companies are facing unprecedented opportunities and challenges. Hence, adjusting marketing strategies to enhance customer loyalty is a key measure to maintain long-term dynamic of express companies. It is obvious that customer loyalty can create value for express company. This value includes not only stable and impressive profit brought by customer loyalty, but also an enhancement in efficiency because customer loyalty can spur express company to optimize business processes, which will affect the company?s development and long-term performance. The formation of customer loyalty is the result of combined effect of numerous variables, whose effects on the maintenance of customer loyalty are very complex. In order to effectively improve customer loyalty and retain valuable customers, it is necessary to identify and distinguish the roles of these variables.With thorough study of literatures on customer loyalty home and abroad, this paper chose the express company as the research object, and, in combination with the analysis on the characteristics of the express service, summarized the crucial influencing factors on customer loyalty of companies in this industry, and conceptualized the impacts of different factors on customer loyalty in a structural model. In the empirical analysis, this paper borrowed ideas from measures of different influencing factors that have been frequently used by previous researchers, and in combination with the characteristics of express service and express customer, designed the questionnaire. Using survey data and structural equation modeling, we analyzed the impact mechanism of various factors on express company?s customer loyalty, identified the extent of the role of different factors and commented on the empirical results, so as to provide new ideas and research directions for express companies about how to boost their competitiveness and how to allocate their limited marketing resources efficiently to improve the efficiency of marketing.