Empirical Research On The Effect Of Consumption Emotions And Customer Perceived Value On Customer Loyalty

As the major impetus and driving force for the growth of our national economy, service industry which plays a crucial role in economy development has being taken more and more seriously. In the contemporary ear of service-oriented consumption, appeals of service innovation became more and more urgent, the traditional concept of management cannot meet the rapid needs of changing. Facing the competition which grows increasingly fierce, service enterprises paid much attention on acquiring competitive edge. However, service industry in our country is usually facing lots of obstructions such as lack of competitiveness, the inability to get customer loyalty and weak satisfaction level. Therefore, the study on the development of service industry in China has been a hot research topic. In recent years, there have been some studies about customer loyalty and its influence factors. Studies have shown that consumption emotion, customer satisfaction can effectively drive the formation of customer loyalty. Besides, the management model which based on customer loyalty guided companies to change their management ideas, transforming benefit-oriented to value- creating. This mode aims at create high level of customer value via offering superior product and service, therefor build up customer loyalty. Hence, to explore the functional mechanism of consumption emotion, customer perceived value, customer satisfaction and customer loyalty is significant in service industry.In this context, based on the theoretical review, this paper is to study the relationship between consumption emotion, customer perceived value, customer satisfaction and customer loyalty. To explore the impact factors of customer loyalty, this paper tries to build up a conceptual model of these four elements. First, this thesis explains the background and significance of the research, then reviews some research related to consumption emotion, customer perceived value, customer satisfaction and customer loyalty by domestic and foreign scholars. Next, based on the study of previous literature and the current situation in catering industry of China, this paper chooses two perspective for research, tries to build a theoretical model of customer loyalty between consumption emotion, customer perceived value and customer satisfaction. The article chooses SPSS 17.0 and AMOS 17.0 analysis software as the analysis tool based on empirical research methods, trying to portray consumption emotion, customer perceived value, customer satisfaction and customer loyalty variables. The data for analysis is used to clarify the interactive relationship between the four variables, and then verify the underlying assumptions.The main conclusions and management implications drawn from this article included:(1) both consumption emotion and customer perceived value have a positive effect on customer satisfaction; (2) both consumption emotion and customer perceived value have a positive effect on customer loyalty, and customer satisfaction plays an intermediary role in it. In today’s service market which full of fierce business competition, companies should focus on customer satisfaction effect and perceived value, try to create a continuous and reliable customer loyalty by paying attention to provide perfect service. Those contributions not only can enrich the existing study but also have referential meaning for the development of catering industry, service industry and other industries.