Analyses On The Influencing Factors For Customer Loyalty Of Social O2O Fresh Electricity Suppliers And The Moderating Effect Of Gender In University Community Based On The Multiple-group Analysis Of SEM

The social O2 O fresh electricity suppliers is a new model,includes "low cost,conserve resources" advantages and "service and experience“ advantages.College students as the high level education,the network contact frequently,a strong willingness to try new things has become an important power of the online shopping market.With the development of university community of 020 fresh electricity supplier model,how to improve college students customer loyalty effectively has become the key to enhance the market competitiveness of the business.Adopted the methods of questionnaire survey,consumer interview and expert consultation,we found that consumers’ psychology and behavior of college students are special,with the shopping choices continues to expand,and the conversion cost-reducing,"low customer loyalty" and "customer relationship management inefficiency " has become the main problem affecting proceeds of business.Growing research suggests that customer satisfaction and loyalty are the core content of customer relationship management,faithful customers are precious wealth to business.Market situation of the imbalance between male and female ratio in colleges and universities in china,this study validated the influencing factors for customer loyalty of social O2 O fresh electricity suppliers in university community by the structural equation model,and analyzed the moderating effect of gender on the customer loyalty by the multiple-group analysis,to assist merchants rational allocation of resources,focus on the strength of science and culture of loyal customers.From what has been analyzed above,we may safely draw a conclusion that the influence of on-line satisfaction on customer attitude loyalty and customer satisfaction are significant,the offline customer satisfaction is much more effect on customer behavior loyalty.The frequency of contact network,the performance-price ratio and the site quality factors can directly or indirectly affect customer loyalty.The gender has significant influence on customer loyalty,attitude loyalty of male is positively related to online shopping experiences,the online and offline satisfaction on attitude loyalty of male is significantly higher than that of female.Both male and female’s online shopping experiences had significant influence on behavior loyalty.With the development of medium of payment and skilled use,shopping safety is not the key influencing factor for customer loyalty.According to the conclusion of the study,we makes some suggestions to help businesses retain customers better: the first one is to improve the performance-price ratio of products and services to customers,the second is using suitable promoting method based on gender difference,the third one is to realize the real online shopping rapid for customers,and the last one is to enhance customer loyalty by the personalized sale.