Study On Customer Loyalty Base On Customer Participation

In recent years, great changes have taken place in enterprise along with the social economy which could be reflected by the fierce competition in the market as well as the personalized and diversified customer purchase. It is difficult to get high customer loyalty because of these series changes. It is known that customer loyalty is affected by many different factors and could not be improved through one or two index. So the research on the customer loyalty is a continuously enriching process both in theory and practice.The traditional customer loyalty is brought up by enterprise alone; this research brought in customers together with enterprise to improve customer loyalty base on the experienced economy. It built up the model between the customer participation and customer loyalty through customer satisfaction to prove whether customer participation has effect on customer loyalty.The research chose beauty service industry as its research object and built up the customer participation and customer loyalty model which customer satisfaction is the intermediate variable on the basis of literature review. Then base on the model, the research had the relationship test among customer participation, customer satisfaction and customer loyalty with correlation analysis and regression analysis. Besides, on the view of enterprise practice, this research uses one-way ANOVA analysis to identify the difference between customer satisfaction and customer loyalty among the different customer characteristics.The result shows the right customer participation method for enterprise to adapt to the different customers in order to make sure the validity of communication between customer and enterprise, then to improve customer satisfaction and customer loyalty effectively. The result of research shows that customer participation has active effect on both customer satisfaction and customer loyalty which enrich the theory of customer loyalty continuously. Customer participation’s effect on customer loyalty could be reflect on the behavior loyalty more than affective loyalty which may be because affective loyalty is a deeper loyalty, it could not be built very easily only through customer participation. On the other hand, it prove the theory which customer loyalty is brought up by enterprise and customer, it is affected by many different factors. If the enterprise wants to keep the higher customer loyalty, Firstly, he should have to ensure the quality of its product or service, and then try to guide customer to join in them and complete their product or service. Thus enterprise can bring up deeper customer loyalty.