An Empirical Study On Influencing Factors Of Customer Loyalty In Smartphones

As an indispensable part of modern life,smart phones are increasingly valued by the market and favored by consumers.China is the world's largest producer and sales place for smart phones,and the related electronics industry has gradually increased its influence in the global market..However,in the face of fierce competition,serious homogeneity,and low profit margins in the smart phone market,Chinese smart phone manufacturers are facing the impact of foreign brands and the dilemma of lack of strength to enter the international market,seriously hampering the long-term development of the company.The core of market competition is the possession of the number of customers.Whether the company can retain existing customers and win new potential customers depends on whether the products provided by the company can meet the needs of customers.The reason for the rapid change of domestic smart phone brands is mainly due to the new the speed of entry of customers is slower than that of existing customers.Therefore,the key factor for the long-term development of enterprises is retention of customers,that is,to increase customer loyalty.Based on the theory of customer retention,five structural variables such as customer perception value,brand image,customer satisfaction,conversion cost and customer loyalty are introduced.Based on the PLS-SEM modeling method,the model is established and the hypothesis of the influencing factors of the customer loyalty of the smartphone is proposed.Taking the Chinese smartphone users as an example for empirical analysis.The results show that customer perceived value,brand image and conversion cost of smart phone have a significant impact on customer loyalty,and their weights are customer perceived value,brand image and conversion cost in turn.In the constituent elements of perceived value of smart phone customers,perceived profits the degree of influence is the greatest,followed by the ratio of perceived gains and losses.Perceived losses have negative effects but to a lesser degree;in the constituent elements of smart phone brand image,the influence of the image of the smartphone company on loyalty is greater than that of the product itself.The use of group images is less important.Among the components of smart phone conversion costs,financial conversion costs and relational conversion costs have a certain effect on loyalty,due to the homogeneity of many aspects such as product design,manufacturing,and circulation,and procedures.Sexual conversion costs have little effect on loyalty.Smartphone customer satisfaction has a certain mediating effect between customer perceived value,brand image and switching cost,and customer loyalty;consumer individual gender,age,income,and occupational differences affect perceived value,brand image,and conversion costs.The relationship of customer loyalty has a significant regulatory effect.Provides new ideas for the evaluation and improvement of smart phone manufacturer's products and related services and maintenance of customer relationships,provides reference for customer loyalty assessment,maximizes profits for smart phone manufacturers,and expands existing market share the goal of the rate provides advice.