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The Empirical Research of Customer Loyalty on Clothing Network Marketing

Author: ZuoYing
Tutor: ZhuoXiaoSu
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: Clothing Company E-commerce Network Marketing E-loyalty
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 229
Quote: 0
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Abstract


In recent years, with the rapid development of network information technology, increasing the number of internet users and establishment and improvement of network safety regulations, B2C e-commerce has been widely used by businesses, apparel industry is also true. The traditional clothing marketing model can not meet consumer demand. Apparel Network Marketing rapid development as a new marketing approach and marketing concepts, and gradually accepted by the majority of Internet users. But facing fierce price competition and low rate of repeat customers purchase, only e-commerce businesses to maintain their own stable customer base, in order to maintain their competitive advantage. That requires companies to analysis the various factors of affect customer loyalty on e-business environment, than develop appropriate marketing strategies and customer management approach.Although the development of B2C clothing network marketing is rapidly, and suffered a lot of bottleneck, such as products cannot reach the consumer’s expected, poor network security, lack of authenticity on net information and after-sales service is imperfect, and so on. Apparel e-commerce businesses should stand in the position of the customer to consider all aspects of the problem, understand the behavior of consumer online shopping and enhance consumer loyalty. This is important to research B2C clothing Internet marketing factors that affect customer loyalty by empirical method.This paper summarized existing research findings of customer loyalty and e-loyalty, build a model of e-loyalty and use it in apparel e-commerce businesses. At the meantime, study the factors that affect customer loyalty and Impact strength on process of clothing online shopping. First, clear the background of this study; second, do a more comprehensive overview about the existing research findings, than build a model of e-loyalty for this paper, and using standard empirical analysis methods to verify and draw the appropriate conclusions. Finally, for the current status of apparel B2C website proposed relevant comments and suggestions with the conclusions of this study, and provide a reference for the further development of clothing e-commerce.

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