Study In Influence Factors Of Customer’s Loyalty In Service Marketing And Strategy Of Customer Loyalty Improvement

In the process of agricultural products’ production and distribution, one of themajor economic operation mode in our country is that the link between the productionof dispersed farmers and huge modern market is completed via core companies, butthe business relationship between the former two is really unstable. Especially involatile market conditions, considering the famers’ own interests it is difficult forthem to ensure their continued loyalty to the core companies. And the flaws incompany management will harm the farmers’ interests and emotion in turn, and thatfurther deteriorates the relationship between these two. How to find an effectivemeans to improve the business mode and customer loyalty has become a key problemthat matters the harmonious link and healthily developmental relationship between thehuge modern market and the production of thousands of dispersed farmers.Currently, various types of peasants’ specialized cooperatives in China enjoy alarge development, which not only get the attention of social practice, but has beenfavored by lots of scholars in academic research field, and this is mainly because of itsappearance in line with the Chinese actual conditions and its economic and socialfunctions that can solve “Three Rural Issues” that we Chinese face more properly. Onthis basis, the derived mode under the influence of the government, which is made ofcore company, peasants’ specialized cooperatives and farmers, will be better able tosolve the problem of effective link between dispersed farmers and markets. YaoyangCompany is a typical representative of this mode. During the cooperative process, thiscompany is the actual one who most actively seeks the sources of medicinal herbs andextremely want the transaction happened, so the company is the real marketer. From the perspective of service marketing to think about this process, the company is aprovider of a series of services, which contain analysis of market prospects andselection of high-value varieties of herbs that is suitable for local condition,exemplary service of medicinal herbs planting, production of high quality herb seedsand selling them on credit to the farmers for free interest, free technical training ofherb production, and safe repurchase service that the Corp. will definitely repurchasethe herb products in a market price or a price a little bit higher than the market price.Therefore, the author innovatively studies the typical cooperation mode ofYaoyang corp. from the perspective of service marketing, and collects previousresearch literature on peasants’ specialized cooperatives and customer loyalty, thenthe author raises a point that in the mode of peasants’ specialized cooperatives, fivefactors that will influence customer loyalty include customer value, customersatisfaction, service quality, costs of conversion and perceived risk. And accordinglythe author establishes the model of influence factors of customer loyalty, whichfollowed by a random sampling questionnaire, then uses statistical analysis softwarespss19to analyze the survey data, and analysis results showed that Yaoyang Corp.’scustomer loyalty is in a good condition. And the regression analysis of customerloyalty proves the five assumptions of the established model: H1: There is a directpositive relationship between customer loyalty and customer value; H2: There is adirect positive relationship between customer loyalty and customer satisfaction; H3:There is a direct positive relationship between customer loyalty and service quality;H4: There is a direct positive relationship between customer loyalty and conversioncosts; H5: There is a direct negative relationship between customer loyalty andperceived risk. In addition, the analysis results show that the according to theinfluence effect to customer loyalty, the author sorts these five factors in this sequence:customer value, customer satisfaction, perceived risks, costs of conversion and qualityof service.Finally, taking both the conclusions of this paper and the actual situation ofYaoyang Corp. in consideration, the author conducts a case study under thegovernment influence in the peasants’ specialized cooperatives mode, and the author raises what appropriate strategies the Yaoyang company should take to improvecustomer loyalty from the five aspects: customer value, customer satisfaction,perceived risks, costs of conversion and quality of service.