The Effects Of Customer Equity Drivers On Customer Loyalty

With China’s rapid economic development, gradually increase the residents ’ disposableincome and spending power, and scale of China’s retail spending has increased significantly.However the retail trade in the development process is also facing rising quality demands,competition and the loss of customers and other complex market environment, these factorshave increased the retailer’s operating pressure. Explore the drivers of customer loyalty andhelps relieve the pressure of enterprise management as well as to better maintain and increasecustomer stock. Therefore, research on driving factors of customer loyalty in retail in China isof great significance.The main aim of this thesis is to develop and improve customer loyalty and customerequity theory applied in the retail system, explore the retail customer equity driving factoreffect on customer loyalty, enhance the retail customer loyalty for managers implementingefficient management and provides a theoretical basis to make scientific decisions.This study begins with customer equity driving factor, a comprehensive and systematicanalysis of the impact on China’s retail customer loyalty, using theories of relationshipmarketing, customer equity and customer loyalty theory, based on evaluation model ofcustomer loyalty at home and abroad, building customer loyalty based on customerrelationship management evaluation model. Online survey to get over the network to aretailer’s customer data, by using structural equation analysis, customer loyalty to the retaileran empirical analysis of influencing factors, research shows customer equity driving factorsignificantly different impact on customer loyalty. From the direct effects of view, valueequity, brand equity and relationship equity have significant direct impact on customer loyalty,where valuable equity to the highest degree of customer loyalty, brand equity and relationship equity that have roughly the same level. Indirect impact, value equity does not have anindirect effect on customer loyalty, brand equity through customer satisfaction as a mediatorhave a significant positive impact on customer loyalty.