The Losing And Rebuilding Of Customer Loyalty

This article is trying to find out the truth of the loyalty.The first part of this artile is to explain the content and the meaning of the loyalty from three different dimentions under the traditional view.The second part of this article is about the charicters of the digital times and the challenges to the traditional layalty theory. Also this article focus on how to set up the new6-dimentions layalty theory under the new digital age, which is the RQRCTC. RQRCTC includes embracing customer rights, insist quality credibility and integrity, apply multi-dimentional rewards, design switching cost, gurantee transpanrancy of information and communicate timely. Finally, we conduct empirical test to partially testify our proposed model.