The Study Of Impact Of Customer Perceived Value On Customer Loyalty

With the diversification of consumer electronics markets and fragmentation of customer needs,developing,maintaining and protecting the relationship between enterprises and customers,improving customer loyalty,capturing customer psychological share have became a very important step in the management of enterprise CRM.In recent years,China's electronics industry is developing rapidly,especially in the mobile phone industry.Relevant data show that China has became the world's largest mobile phone market consumption country,and in the foreseeable years,mobile phone consumption growth rate will continue to rise.According to Canalys market research data,the first five are the domestic mobile phone brand in the second quarter of 2013 ranked in the China intelligent mobile phone market.In recent years,foreign mobile phone brands dominate the China market share has faded away,mobile phone market share between the domestic brands and foreign brands is narrowing gradually.IPHONE mobile phone which was once touted,now under attack of various mobile phone brands,frequently encounter difficulties.Nokia is frequently heard the news of being acquired.However from the point of view of domestic mobile phone development,on one hand,due to the development of China's economy,the per capita consumption levels continue to improve and the industrial policy of the government continue to tilt to the high-tech electronic products,the development of mobile phone industry in China has been greatly improved,especially in the intelligent mobile phone development,more and more consumers have a mobile phone,and many of them owe two or more than three.On the other hand,mobile phone industry face increasingly fierce competition and the competition in the mobile phone industry step into the white hot stage.In recent years,the trend of price competition is more and more obvious,the consumer brand loyalty is not high,buying price driven factors are very obvious,the range of mobile phone price discount is increasingly expanding,mobile phone sales promotion is more and more frequent.Extensive use of promotion led to decreasing in brand loyalty,rising in price sensitivity,weakening in quality image of brands and emphasizing on short-term marketing plans.A literature review about the promotion effect concluded: "when we see the disadvantages of promotion strategy,namely to lose control of dealers and consumers can only buy in price promotion,we need to re evaluate the trend of current approaches and incentive system." Basing on customer-based brand equity(CBBE),Kevin Ryan Keller pointed out that enterprises with a high degree of customer loyalty can obtain enough profit,and in the face of competitors price adjustment,enterprises have greater price flexibility,so that customers will repeat purchase,generate emotional attachment,sense of community and active intervention.Therefore,customer loyalty has a strategic role in the future development of enterprises,especially in mobile phone market with the features of product replacement fast,consumers demand diversification.Found that the author in combingthe literature process,customer loyalty in the existing literature,the theoretical basis of mature.In the process of combing literature the author of this paper found that customer loyalty in the existing literature has mature theoretical basis.In its antecedents,customer satisfaction has became the main object of study.And some scholars have explored the relationship between customer perceived value and customer loyalty and thought that the customer perceived value play a decisive role in customer loyalty formation mechanism.To further explore the formation mechanism of customer loyalty,taking millet mobile phone as an example this paper study the relationship between customer perceived value,customer satisfaction and customer loyalty.In order to test the hypothesis,this paper uses empirical analysis method,carries on the questionnaire survey on the use of millet mobile phone users.The main test is to find out the roles of customer perceived value and customer satisfaction in the formation of customer loyalty.