Research On The Impact Of WeChat CRM Platform Service Quality On Brand Loyalty

At present,China's retail market is relatively mature.Retailers use customer loyalty programs to maintain important relationships with customers.Customer relationship marketing can encourage customers to make good impressions of companies and products,and improve companies or products.The visibility and reputation,then acquire new customers and maintain old customers.With the development and popularity of the Internet,social customer relationship management has become an important part of the loyalty program.This paper selects the retail industry to represent the WeChat CRM platform in the beauty industry of the industry as the research object.The research aims to measure the quality of service(information quality,personalized service,membership system,communication quality)by establishing structural equation model and scale development.On the basis of user brand identity(personal brand identity,social brand identity),brand loyalty(behavior loyalty,emotional loyalty),using brand identity as a mediator variable,using questionnaires to collect questionnaire data,through a variety of data analysis methods,Such as reliability and validity test,factor analysis,etc.,then construct structural equation model based on research hypothesis,and carry out fitting test and model correction on the model,so as to study the influence of service quality on brand identity to brand loyalty,and explore WeChat CRM system.The contribution of different subdivision dimensions to brand loyalty,from the perspective of effectiveness,puts forward some suggestions for enterprise SCRM implementation.The research results show that among the four dimensions of WeChat CRM service quality,membership service management system and communication quality have a significant positive impact on brand identity and brand loyalty,and brand identity plays a role in the influence of WeChat CRMservice quality on brand loyalty.The intermediary role.According to the research conclusions,this paper puts forward practical suggestions that enterprises should pay attention to or innovate in the process of customer relationship management,especially social relationship management,in order to promote the improvement of the enterprise's SCRM system.In addition,the paper also describes the limitations of the research and future research directions.