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The Research of SNS Customer Value’s Effection to Member Loyalty

Author: LiuFeng
Tutor: YuPing
School: Dongbei University of Finance
Course: Marketing
Keywords: SNS customer value customer loyalty
CLC: F49;F224
Type: Master's thesis
Year: 2011
Downloads: 216
Quote: 1
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Abstract

According to "the twenty-eighth of China Internet Development Statistics Report" of the relevant description.The rapid development of China’s network, as of the first half of 2011, China’s Internet users reached 485 million, is expected late this year,.This figure will exceed 500 million. China really become a network of power. Network to facilitate the development of life, rich in entertainment, they also bring unlimited business opportunities.Meanwhile, with the development of networks, based on six degrees of theories and Web 2.0 era of new network products SNS came into being. SNS is a social networking site or social network services (social networking service) stands, in recent years, gradually been familiar with and use. Compared with traditional networks, SNS has the authenticity and interactive features, and its need to attract part of the fixed customer base.The need to-try to maintain a stable customer base and loyalty on the line rate.Although the development of SNS online community quickly, but has recently encountered a problem, the main is the loyalty of SNS to reduce the network community. In addition, according to relevant statistics, first half of 2011, the size of China’s social networking site users of 2.3 million, compared to 5.16 million by 2010 to reduce the utilization rate also decreased from last year’s 51.4% to 47.7%. Resolve this problem lies in how to maintain user loyalty.But recently the research about this papers are not many.This article is based on solving the problem of loyalty SNS network, how to meet the SNS users from the perspective of customer value, combing through documents and interviews to establish SNS customer value and customer loyalty in the relational model.on this basis will be divided into three areas of customer value SNS and elements of customer value are discussed for each SNS network loyalty effect. Purpose is to address the long-troubled operation and development of SNS users web site loyalty issues, so as to make available to network operators. SNS reference recommendations.This study is divided into six parts. The first part is the preamble to this article, a preliminary account of the topics of this paper and research methods, research ideas. The second part is related to collate and summarize previous research, the purpose is to summarize the research has been formed for this research to find a theoretical basis and breakthrough. The third part is the model in the screening and secondary data to explore first-hand information based on the impact of selected customer loyalty SNS three of nine elements, and thus further study of this model and related assumptions. The fourth part is the scale of the study design and collection methods, and by the reliability and validity of the test that scale can be used for further research. The fifth part is this part of the data analysis, data analysis, primarily using correlation analysis and regression analysis to prove that the SNS element of customer value effects for its customer loyalty, and the size of each impact to sort and summarize. Part VI is the concluding part of this article, the full text of this article make a conclusion at the same time raised the lack of this and future research prospects.

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