Research On Customer Loyalty Key Factors And Enhancement Strategies Of G Enterprise Boutique Business

With the release of the Outline of Healthy China 2030 Plan and the increase in the country’s attention to traditional Chinese medicine(TCM)culture,driven by a series of favorable policies,TCM inheritance and innovation has entered a new stage of fast development,ushering in an unprecedented opportunity.The unique advantage of TCM in fighting COVID-19 has made more people know the profundity of TCM culture,as well as scientific and exquisite techniques of TCM production.With the enhancement of the people’s awareness of disease prevention,public demand for TCM-based health conditioning has been growing,the people’s consumption power and level have improved significantly,more and more innovative brands have entered the TCM market,and traditional TCM enterprises will face market competition full of opportunities and challenges.As a time-honored pharmaceutical enterprise founded in the Ming Dynasty,Enterprise G has advanced with the times,achieved fast breakthroughs and developed fine products.To stay invincible in fierce market competition,get more profits,and develop soundly and rapidly,the enterprise must face and think about how to keep improving services and levels while ensuring the originality and quality of fine products,to meet customers’ various needs,satisfy customers and make customers loyal,thus achieving steady profit growth and sustainability.Customer loyalty has become the core competitiveness of the enterprise.Ensuring and improving customer loyalty and increasing the repurchase rate are conducive to the steady profit growth of the enterprise and the constant expansion of its market share.Using the methods of literature research,questionnaire,statistical analysis,factor analysis and interview,based on a full understanding of domestic and foreign theories of customer loyalty,the paper started from existing customer management relationship,as well as the facts and problems of service management,applied a service quality model and a SERVQUAL questionnaire to design a customer loyalty questionnaire,interviewed 265 customers of two fine product stores under Enterprise G from the dimensions of quality perception,customer loyalty and other customer perceptions,conducted a weight diagnosis of the multidimensional factors affecting customer loyalty through a factor analysis,and discovered that responsiveness,tangibility,reliability,empathy,behavioral perception,satisfaction,conversion cost,attitudinal loyalty and behavioral loyalty are important factors affecting customer loyalty.Based on the study,the paper worked out strategies for service quality improvement and customer loyalty improvement by class,and formed a mechanism that ensures strategy implementation in the aspects of strengthening management supervision and assessment,establishing a data-based customer service management system and building brand traction through multi-department coordination and cooperation.