Research On Factors And Paths Of Zhuyeqing Company's Customer Loyalty

China is the origin of tea and the largest consumer.Chinese companies have a natural home field advantage in creating tea brands.The research object of this article,Zhuyeqing Tea Co.,Ltd.,as a leading brand of Sichuan tea companies,has the opportunity and ambition to achieve the goal of leading Chinese tea brands.However,to achieve this goal,Zhuyeqing,in the context of relying on the demographic dividend and rapid GDP growth to bring about rapid sales growth,how to tap the value of existing customers,improve customer repurchase rate and purchase amount,that is,enhance customer loyalty management The level is particularly important,and if Zhuyeqing wants to improve the level of customer loyalty management,one of the first tasks is to study how Zhuyeqing 's customers form loyalty..This paper analyzes the current status of Zhuyeqing's loyalty management and finds the problems and important causes of Zhuyeqing's customer loyalty management because the understanding of the process of Zhuyeqing's customer loyalty is not clear enough.Therefore,through the design and data collection of the Zhuyeqing customer loyalty questionnaire,and using the structural equation model to make a comprehensive analysis of the Zhuyeqing customer loyalty formation path and influencing factors.In the end,this article obtained the following conclusions:1.There are two main paths for Zhuyeqing customer loyalty formation: one is Zhuyeqing customer value-customer loyalty,and the other is Zhuyeqing customer conversion cost-customer loyalty.2.In this stage of the customer value factor of Zhuyeqing,the order of customer practical value,procedural value,and social value affecting Zhuyeqing's customer loyalty is social value> practical value> procedural value.This means that communication and image building are more critical at this stage.3.Zhuyeqing customer switching costs have a significant impact on Zhuyeqing customer loyalty.4.Zhuyeqing's customer age and customer purchase usage have a significant adjustment effect on the formation of Zhuyeqing's customer loyaltyIn the final paper,based on the results of customer loyalty research,it puts forward strategic suggestions for the management of Zhuyeqing's loyalty.