Research On User Loyalty Promotion Strategy Of Archival Service Enterprises Based On Grounded Theory

User loyalty is an important indicator for archival service enterprises to exert their competitive advantages,and the establishment,maintenance and promotion of user loyalty is an important strategy for enterprises to maximize economic benefits.However,in the face of more diversified consumer choices and frequent changes of archival service enterprises,in order to occupy a larger market share,enterprises must enhance the adhesion with users.Based on the grounded theory,we can sort out the influencing factors of user loyalty of archives service enterprises to accurately grasp the needs of users and put forward targeted strategies to improve user loyalty of archives service enterprises.On the basis of extensive reading of the literature,the paper firstly sorted out the relevant concepts of the archives service industry,the enterprise users of the archives service industry,the user loyalty and the grounded theory,and deeply summarized the characteristics of the archives service industry,such as strong social service,strong professional technology,strong security and confidentiality.At the same time,it also analyzes the problems existing in the archives service enterprises,such as insufficient supervision effectiveness,lack of business support,unreasonable talent structure,limited user choice,low user perception and frequent brand change.Again using the method of grounded theory research to respondents conducted semi-structured depth interview of raw data encoding,through the open coding,axial coding,coding three-level coding choice type,compiled file service companies user loyalty of various influencing factors,and identify the core factors affect customer loyalty,A UES model for influencing factors of user loyalty in archival service enterprises is constructed.Finally unscrambles the file service enterprise user loyalty factors mainly contain the user perception,business management,social influence three dimensions,then targeted from improving user perception experience,strengthen internal management,expand enterprise social influence three aspects proposed archives service enterprise brand user loyalty promotion strategy.