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The Research about Formation Mechanism of Customer Loyalty on the Base of Pre-trust and Pro-trust

Author: ChuTianShu
Tutor: YiMuNong
School: Tianjin University of Finance and Economics
Course: Business management
Keywords: Customer trust Customer Loyalty An Empirical Study Structural equation modeling
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 74
Quote: 0
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Abstract


With the fierce competition in the market, the value of customer loyalty has been widely recognized, marketing, academia and the business community recognize that to maintain the customer, rather than just access to the customer \thus become one of the topics at the forefront of marketing research. However, most studies have focused on analysis of customer satisfaction, customer loyalty result of the lack of research on the key drivers of customer loyalty behavior, while the latter is the urgent need to address the problem of corporate marketing practice. With the rise of relationship marketing, academia gradually starting to focus on the various relationships between businesses and consumers an important impact on customer loyalty, research customer loyalty to be included in the framework of the relationship marketing theory, emphasizing trust, commitment The relationship between elements in the formation of customer loyalty. Thesis research in the following areas: 1 on the basis of the study of literature, specification analysis of the concept of customer loyalty and its influencing factors, from the theoretical level, a number of customer loyalty influencing factors; 2. Combining theoretical research at home and abroad prior trust the source, customer satisfaction, follow-up trust and customer commitment formation mechanism mediating variables of customer loyalty research and empirical research, based on commitment - trust theory \assumptions and models; 3 and life insurance company survey data validation analysis. Based on the assumptions formed the questionnaire index system structure and the initial questionnaire, to determine the research object and questionnaire survey object; recycling questionnaire finishing, coding, entry and data analysis, to test the distribution of samples and questionnaire validity and letters degree. and use the statistical software SPSS17.0 and AMOS7.0 of model factors to analyze the different impact on customer loyalty, to verify the hypothesis. The research work the papers main conclusion of the study is: advance trust is an important factor in the life insurance business of the insurance industry, it has a significant positive impact on customer satisfaction, through follow-up trust and commitment indirectly affect the customer loyalty. The data also suggest no direct impact in the life insurance customer satisfaction and loyalty, which once again demonstrated between customer satisfaction and customer loyalty is not a simple linear relationship. The same time, the theoretical analysis of the study results, and propose appropriate marketing strategies to deepen customer loyalty in the field of relationship marketing theory, and provide a reference for the enterprise marketing practice.

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