Research On The Influence Of Customer Participation On Customer Loyalty In The Context Of Retail Upgrading

In the era of experience economy,consumers’ needs are not only satisfied with the functional value of commodities,customers begin to have higher spiritual and psychological needs.However,the existing retail models have some drawbacks that they are not pay sufficient attention to customer experience,which limit the further development of enterprises.In order to seek breakthroughs,more and more enterprises begin to change their operational thinking.Starting from the perspective of customers,enterprises try to meet the diversified experience needs of customers.So online and offline retail upgrade with deep integration emerges at the historic moment.Standing in the transition climate,while retail enterprises are engaged in retail upgrading operations,they gradually pay attention to the important value of customer loyalty.How to take marketing measures to attract customers’ attention and cultivate the customers loyal to seize the market opportunities has become an urgent problem for more and more retail enterprises to resolve.Based on the literature review,this study divides customer participation into four dimensions,they are advanced preparation,information sharing,cooperative behavior and personal interaction;and divides customer experience value into three dimensions,they are functional experience value,emotional experience value and social experience value.The idea of this paper is to verify the impact of four dimensions of customer participation on customer experience value,and then further analyze the three dimensions of customer experience value how to impact the customer loyalty.This paper uses SPSS19.0 and AMOS20.0 to analyze the collected sample data and draw the following conclusions: customer participation has a positive impact on customer loyalty through customer experience value: advanced preparation,information sharing,cooperative behavior will positively affect functional experience value,among which cooperative behavior has the greatest impact;all the four customer participation dimensions will positively affect emotional experience value,among which personal interaction has the greatest impact;Information sharing and cooperative behavior will positively affect social experience value,of which information sharing has the greatest impact;all the three customer experience valuedimensions have positive effects on customer loyalty,and emotional experience value has the greatest impact.This paper will provide some targeted suggestions from the view of customer participation and customer experience value to improve customer loyalty.