Influence Of Personalized Service On Customer Loyalty Based On O2O Apparel Brands

At the end of the year for the twelfth five-year plan, technological innovation and service mutually promote and develop together, the Internet technology is dramatically innovating other industry’s business model. As a traditional manufacturing industry, clothing industry not only satisfies person’s basic need, but also the need of appreciation and spirit, to seek all-round development. With the rapid growth of mobile Internet, every industry is connected with the Internet deeply. It is a problem which every practitioners should be positive to think about, that how to stimulate clothing industry to adapt to the demand of the market and different consumer under the guidance of Internet thinking.The model of online to offline(O2O) makes the online become the consumption’s receptionist of the offline, it eliminates the information asymmetry between the online and the offline, to provide the realistic need of the product or service for consumer,and convenience, experience and personalized service are the elements of O2 O model.The key point for online is attracting consumer, and personalized service is important for offline. It is significant for stores to make consumer know about their shops from electronic commerce to produce consumptive actions, compared with the offline environment, the online environment may built a long-time relationship with consumers to pursue diversified competition. Driven by the conception of "Internet+" and "Industrie 4.0", the information of commodity becomes a growing number of distinction, and the personalized need for consumer is increasing, hence, it will become more and more difficult for apparel brands to highlight their own strength. Traditional apparel brands should make the best of real economy to make firms’ transformation and upgrading, however, Internet brands should take full advantage of their database resource to entertain different consumers with different strategy, in order to improve the conversion rate and reinforces the degree of consumer loyalty.This paper uses personalized service as an entry point, and make the operation mechanism of O2 O model as the base, it show that the relative researches aboutpersonalized service and consumer loyalty are rare at present through the literature review. The paper puts forward a series of elements which influence customer loyalty based on personalized service, which confirms 6 dimensions and 23 measurement questions at last which are website, security, credit, responsiveness, empathy,experience through questionnaire and group interview. Up to 399 questionnaires with validity were received through questionnaires. Descriptive statistical analysis, data validity and reliability test were carried out under statistical software SPSS20.0towards the collected samples. It makes verification and modification by using structural equation modeling technique towards the established theoretical model under statistical software Amos18 and then repeats it until the model was checked out.The model draws conclusions about the hypothesis H1, H2, H3, H4, H5 and H6 was established, that is to say, website, security, credit, responsiveness, empathy and experience has positive influences on customer loyalty. Among the target variable of personalized service, empathy, responsiveness, credit, security, website, experience have positive effects on consumers, and the degree of the incidence was ever-increasing, according to the results of the empirical analysis, author considered that, first of all, O2 O apparel brands should satisfy consumers’ the request towards experience, based on big data, makes consumers perceive differences of brand service through various means of SNS social contact, cross-border, iteration and so on;secondly, perfect experience is based on the better website, what’s more, whatever sort of e-commerce models, security is one of key matters that customer concerned about, and improving security is good to increase the trust of the customers for the brands, finally, it combines the result of this research with professional practice, in terms of the present situation of Platform of Hanloon Cloud Custom, author presents a viewpoint that it should combine the online with the offline, perfect the cloud custom platform and satisfy consumers’ need of personalized service; on the patterns of service, consumers could select the way of service—store experiences or door-to-door services, brand management should adopt the model of short run, multispecies,individuation, short line production and digging of depth to improve the users viscosity, form the consumption loyalty, it could conform characteristic of Internetdevelopment, and beneficial for clothing industry chain of transformation and upgrading, and optimization of industrial structure.This paper draws the conclusion that how to satisfy consumers’ need towards personalized service, and how to intensify brands’ characteristics, and enhance the consumers’ loyalty, under the background of marketing of diversified competition.The research divides personalized service into 6 dimensions, and presents some relevant marketing suggestions, according to the reciprocal relationship between dimensions and the degree of consumer satisfaction.