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Study on the Baotou Evening News of Customer Loyalty Based on Customer Value

Author: JiangYueChao
Tutor: MeiLei
School: Inner Mongolia University of Science and Technology
Course: Business management
Keywords: Customer Value Customer Loyalty Baotou Evening News Structural EquationModel
CLC: G216.2
Type: Master's thesis
Year: 2013
Downloads: 6
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Abstract

With the increase of the urban newspaper’s category and circulation. urban newsproduction market is increasingly intense. Especially after the21st century, In the continuousdevelopment of the newspaper network, digital and other new media forms, the urbannewspaper market becomes more profit and homogeneity, so the newspaper should focus oncultivating and consolidating existing customers to deal with more complex newspaper market.The level of Inner Mongolia newspaper industry is not high, the theoretical and empiricalstudies on the urban newspaper is very lack. So from the current research situation, the study onBaotou city newspaper, especially the newspaper customer loyalty is very urgent, it also has acertain academic value.This paper will based on the research of customer value and customer loyalty theory andthe Baotou evening news as the object of study to analysis which dimensions of customer valuewill affect customer loyalty, how to affect it and the degree of influence. According to thecharacteristics of the evening news market to build the model of Baotou evening customerloyalty based on customer value. Through the analysis of the sample data to know thecustomers loyalty in Baotou area and propose some targeted suggestions for its development. Inorder to achieve the purpose of improving customer loyalty, reducing customer churn rate andmaintaining good customer relationship, To better guide the Baotou area newspaper to healthycompetition.This paper has fore parts, in which the first part of literature review combs customer valueand customer loyalty theory and empirical studies. The second part is the empirical researchdesign, in which designs the model of classical, puts forward the research hypothesis, selects themeasure. Through the pre-test questionnaire, removes the irregular items and optimizes qualityquestionnaire, then be ready for the further analysis of the data. The third part is the empiricalstudies on the relationship between customer value and customer loyalty, it mainly testes bystructural equation model to previously assumed. Primarily through the model test and modelmodification to make the conclusion and analysis. At the same, to explore whether the customercharacteristic differences will produce different effects on customer loyalty. The fourth part is the research conclusion, summary of the main research content and conclusion, find out thedeficiency, and proposed the future research prospects.In this paper, the Baotou evening news of the implementation of customer loyalty aresummarized. Think that the realization of customer value on customer loyalty plays animportant role, so the newspaper office should attach importance to customer value, on the basisof maintaining existing customers discover new customers to achieve orderly development for along time.

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