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Empirical research on customer loyalty based on customer experience shopping website

Author: CuiXiaoLi
Tutor: ZuoXiaoPing
School: Chongqing Technology and Business University
Course: Business management
Keywords: shopping site customer experience customer perceived value customer trust customer loyalty
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 256
Quote: 2
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Abstract


With the development of network economy in China, the concept of experientialmarketing is increasingly important website, shopping website operators also began torealize the importance of website customer loyalty. The traditional research on brandexperience most selected entities of the products or services of web based customerexperience, for there is not a lot of research. In recent years, with the popularity ofcomputers and networks as well as the increase of consumer online shopping, shoppingwebsite has also been a rapid development. Shopping website quantity and variety,making difficult for consumers to choose, and consumers through the website customerexperience, can sense the product and service quality and brand image, customerperceived value and brand loyalty is a very important antecedents. At the same time,the network shopping compared to real shopping risk, consumer information securityand personal privacy can not be fully protected, so consumers in the choice whenshopping on the web of trust concern. So based on the shopping site effect of customerexperience on customer loyalty, customer perceived value and customer trust in twovariables, jointly build a study of this theory model, and explores the relation betweenthese four notions.This research is based on the related literature at home and abroad based oncarding, constructed a model of shopping site effect of customer experience oncustomer loyalty. Through the analysis of relevant literature, combining with China’sInternet development present situation, has formed the variables measuring scale. Inthe formal research, by using the method of random sampling, two universities inChongqing and the Zhengzhou and questionnaire star website release300questionnaires, obtained245valid questionnaires. This research used of SPSS19.0software for data analysis, and use the regression analysis of the proposed hypothesesfor empirical test. Ultimately concluded that:(1) The customer shopping experience oncustomer loyalty, customer perceived value and customer trust has significant positiveinfluence.(2) The shopping website customer perceived value on customer trust has asignificant positive effect.(3) the shopping website customer perceived value andcustomer trust on customer loyalty has a positive effect. These research conclusionsenrich the customer experience influence the customer loyalty model theory, toshopping website implementation of customer experience marketing to promoteconsumer customer loyalty with the practice of certain guiding significance.

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