The Empirical Research On The Customer Loyalty Of B2C E-store

In recent years, the rapid development of the Internet and electronic commerce dramaticallychanged the people’s shopping habits, which expanded from traditional entity shop to a newform of network stores, this online-shopping consumption way more and more favored by thepeople. Under the influence of lower switching cost, abundant information resources from theweb, the Electronic business enterprise’s customer loyalty often reduced. Therefore, how toimprove customers’ loyalty and reduce customers’ churn rate, maintain good customers relations,has become the most important problem that a B2C E-store should solve.This paper based on the above background, in the foundation of summarizing the domesticand international customer loyalty theory development and research achievements, using themethod of normative analysis and empirical research, discusses the B2C E-store’s influencefactors and build customer loyalty evaluation model, so that put forward countermeasure of howdoes the B2C E-store to keep and improve customer loyalty. Through putting on empiricalresearch to B2C E-store, this paper reaches the following conclusions:(1) Customer loyalty influenced by multiple factors, customer loyalty has four maininfluence factors: customers’ perceptive value, customers’ satisfaction, trust relationship andswitching costs.(2) The influence factors of customer loyalty affect and restraining each other.