The Measurement And Cultivation Of Customer Loyalty Of C2C E-commerce Based On Grey Evaluation

With the development of information technology and the advent of the Internet Age,consumers can get product information and shopping from Internet. C2C platform has madegreat achievements as an agency of online shopping, and becomes a unique e-commercemodel. On C2C trading platform, consumers can get the information faster and more than ever,and also have a broader range of options. Customers’ demand increasingly tends topersonalize, which makes customer expectations and demands get higher and higher. WhatC2C businesses facing is not only a more intense price competition, but a more extensivemarketing competition. Businesses can discover its own deficiencies and customer needsthrough the evaluation of customer loyalty, and reduce customer churn, which is the key tosuccess.However, businesses can be targeted to take marketing and management strategies onlyif they understand the level of customers’ loyalty clearly. So it has caused widespread concernthat how can grasp the customer’s wishes and behavior timely and comprehensively throughevaluation of customer loyalty. But generally speaking, researches on the customer loyaltyevaluation are relatively few. This article studies the whole C2C e-commerce industry,explores the influencing factors of E-loyalty from the perspective of customer loyalty, andanalyzes the evaluation index system, then constructs the evaluation model. We try to evaluatethe customer loyalty comprehensively through qualitative and quantitative analysis, so that toprovide the basis for businesses to innovate their competitive strategy in marketing and othermanagement activities.The study is divided into four steps: Firstly, we had a literature review and discussion,and build the index system on the basis of reading the extensive literature; Secondly, weconstructed the C2C e-commerce customer loyalty evaluation model by using the multilevelgray evaluation and gray clustering method; Thirdly, we evaluated the customer loyalty for aselected case from Ebay to prove the rationality and scientificalness of the model; Finally, Wegave some cultivate strategies respectively for the businesses working on C2C platformaccording to the gray class classification.