Derivative Research To The Influential Factors Of Customer Loyalty In Wechat Business Marketing

Since its inception in 2013,Wechat businesses have experienced rapid development.The economic benefits generated each year are as high as several hundred billion,and this speed of development far exceeds that of e-commerce.Due to the large market space and high profitability of the Wechat businesses market,many businesses have joined the Wechat businesses team,but according to the ranking of China’s online consumer dissatisfaction rate in 2016,the Wechat businesses ranks first in the proportion of 5.6%,which can be seen in the eyes of consumers.Wechat businesses does not reach the consumer’s psychological expectations.Low levels of satisfaction,fast customer turnover,and unsatisfactory customer loyalty are the dilemmas faced by most current Wechat businesses.Enhancing customer loyalty is an important way for companies to maintain their core competitiveness.Therefore,it is of great significance to study customer loyalty in micro-business.This article focuses on the factors affecting the Wechat businesses customer loyalty in our country,using precision marketing theory,customer managerment theory and corporate reputation theory,based on past scholars related research,combined with the status of China’s Wechat businesses development,to build a model of customer loyalty influencing factors in Wechat businesses marketing and puts forward hypotheses on nine influencing factors of customer loyalty in Wechat businesses marketing.The nine influencing factors mainly include:customer satisfaction,customer trust,Wechat businesses reputation,Wechat businesses integrity,Wechat businesses service quality and products Quality,offline logistics quality,confidential customer information and customer relationship management.A questionnaire was designed through the model and assumptions,and 514 valid questionnaires were retrieved.The results of the study found that customer loyalty in China’s Wechat businesses marketing is mainly influenced by five factors:customer satisfaction,customer trust,Wechat businesses reputation,product quality,and Wechat businesses integrity.In addition,the confidentiality of customer information,customer relationship management,offline logistics quality,and the quality of Wechat businesses services also have a positive impact on customer loyalty in Wechat businesses marketing.Finally,based on the empirical research results,we provide some targeted countermeasures for improving the customer loyalty of Wechat businesses enterprises.