Study On The Effect Of Customer Loyalty About Membership Marketing Of Retail Industry

At present, the market environment is undergoing dramatic changes. Business iswar and business owners have paid more and more attention on customer loyalty.Since1980s, the focus of marketing strategy has transferred from market tocustomer in Europe and USA. As a representative theory of customer relationshipmanagement, membership marketing has deeply rooted in the marketing environment.Though membership marketing has been widely used in China in the past twentyyears, the practical result is not as satisfactory as expected.Under Chinese cultural and consuming background, this research focused onmembership marketing of retail industry and analyzed the relation between customersatisfaction, relationship of trust, brand image, switching costs, perceived value,emotional loyalty and behavioral loyalty. Also, the research collected some datathrough questionnaires and analyzed the data with SPSS. At last, the research verifiedthe model and hypothesizes and ended up with some suggestions and revelations fordomestic companies’ marketing practice.