The Research Of FMCG Dynamic Customer Loyalty Mechanism

With the increasing competition in the market, the buyer’s market is gradually formed,customer occupies a dominant position in the market, as a scarce resources for companiesstrive to compete. In this market context, how to turn the concept of "product-centric" tothe concept of "customer-centric" service becomes the focus attention of the publicenterprises. Therefore, loyalty has become a basic concept of strategic marketing, customerloyalty culture has become an important means for enterprises to maintain a competitiveadvantage, also the business issues of mutual concern. Customer loyalty has been morecommon in traditional industries,also in the service industry. This paper aims to build theFMCG dynamic customer loyalty mechanism model, privide the theory and practice effectfor enterprise to carry out effective market activities and marketing strategy with target.In this paper, this study is consist of the following three steps: First, the literaturereview and discussion, based on extensive literature reading, summary the customerloyalty influencing factors and customer loyalty dynamic development process, combinedwith the characteristics of the fast moving consumer goods, then do the analysis of thedynamics of FMCG influencing factors of customer loyalty, identify the specific impactindicators, finally get the assumptions and model in this study; Secondly, questionnairedesign and data collection, will survey the consumers of shampoo included in FMCG, andcollect data; Finally, the collation and analysis of data, analysis the reliability and validityof the questionnaire, as well as the underlying assumptions validation. And analysis thedynamic mechanism of customer loyalty model derived through data analysis by means ofa linear regression model conducted inspection.The proposed of dynamic customer loyalty theory and the mechanistic model building,enrich the contents of the existing customer loyalty theory, thus the enterprises deepen the understanding of the pursuit of customer, and get a more solid foundation of customerloyalty in the business management of customer loyalty and ways to improve customerloyalty, so it has important part in theoretical value and realistic significance of theenterprise by cultivating the dynamic customer loyalty to improve the competitiveness ofenterprises.