Study On The Influencing Factors Of Customer Loyalty In Old Brand

The loyal customer is the enterprise survival and the development foundation, is the source for enterprises to obtain values and benefits. Therefore, it has important practical significance to study how to improve customer loyalty. The old brand refers to enterprises survived that have long test of history, be recognized by consumers, has its own unique products and services, in the long-term competition in the market with its products and service quality, unique and excellent transcript of the letter and brilliant cultural background and the cultural inside story. But with the changing times, aggravation of the market competition, many old brand enterprises fell into the management difficult position, severe loss of customers, and even some old brand enterprise bankrupt. Based on the above reasons, this paper takes Jinzhou old brand food processing enterprises as the research object, discussed the influence factors of old brand enterprise customer loyalty.Firstly, by reading, study of relevant literature, combined with the characteristics of the time-honored brand enterprises, this paper takes the product quality, service quality, culture, consumption situation as factors that affect the old brand loyalty, and constructs a theory model. Secondly, the data was collected through questionnaires, using relevant software to collect data for empirical analysis, draw the following conclusion: the service quality of old brand enterprise has no significant influence on attitude loyalty, behavior loyalty; old brand product quality has a significant positive impact on behavior loyalty and customer satisfaction, but no positive impact on attitude loyalty; the culture of old brand enterprise has a significant positive impact on attitude loyalty and customer satisfaction, but no significant influence on behavior loyalty; old name brand consumption situation has no significant influence on attitude loyalty, the behavior loyalty and customer satisfaction; the customer satisfaction of old brand has a significant influence on behavior loyalty, but no significant impact on attitude loyalty. Finally, according to the conclusion of study, this paper put forward the old brand name enterprises some suggestions on old brand enterprise, and points out the limitations of this study and research prospects.