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The Study on Enhancement of Customer Loyalty Based on Brand Value

Author: LiuErLan
Tutor: LiHang
School: Yanshan University
Course: Business management
Keywords: Customer loyalty Brand value Conceptual model Correlation analysis Regression analysis
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 180
Quote: 0
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Abstract


With the development of economy and the increasingly fierce market competition, marketing focus has changed from being product-oriented to customer-oriented. Winning the customers means winning the market. Therefore, the actual shopping and academia continue to cultivate loyal customers by adopting various strategies. The paper analyzes the influencing factors of customer loyalty from the perspective of brand value in hopes of winning loyal customers through brand value enhancement, which holds significant theoretical and practical implications.Based on the overseas research achievements in customer loyalty and brand value and through analyzing the influencing factors of customer loyalty from the perspective of brand value, the main purpose of this paper is to complete the traditional influencing factors of customer loyalty and increase customer loyalty degrees by brand shaping. In consideration of the characteristics of the research, this paper combines both qualitative analysis and quantitative analysis.Firstly, the background and research implications of brand value theory and customer loyalty theory are introduced and the relevant domestic and overseas research achievements are reviewed and summarized. Then the application of the two theories in various fields and relevant problems are discussed in order to compare and learn from the research methods and achievements of domestic and foreign scholars.Secondly, relevant and basic theories concerning customer loyalty and brand value are described, laying a theoretical foundation for analyzing their mutual relations from concept, categorization, characteristics etc. and model construction. With the help of the above theoretical basis, the paper conducts a theoretical study of brand value from the perspective of customers, analyzes its influence on customer loyalty from four dimensions of brand value, constructs a conceptual model of the paper, defines the variables of the model and brings up theoretical hypotheses.Thirdly, the paper conducts experimental design, analyzes the actual data collected from the questionnaires of Study on the Influencing Factors of Customer Loyalty Based on Brand Value with the help of analysis software, furtherly explains the results of date analysis and tests the theoretical hypotheses.Finally, based on the results of the study, from implementation of brand management and brand value management of the two aspects and points for eight little enterprises to promote customer loyalty puts forward strategies and Suggestions.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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