广州东方康林公司顾客忠诚度提升策略研究-工商管理专业论文.docxVIP

MBA学位论义作者：胡小山 MBA学位论义作者：胡小山 广州东方廉林公ld顾客忠诚度提升策略研究 ABSTRACT Orient Life Commerce Co．，Ltd．based E-commerce Model，is in charge of the marketing of the parent Orient pharmacy company’S own health products，which is established by 20，000，000 RMB Registered Capital in 2007，and mvested the only online retail platform-Health Shopping Mall”．Although the company takes stable sales amount，the sales data showed that the company development is hold up by customer loyalty such雏low customer repeat rate， high customer abortion rate，low customer recommended rate，and on，In this paper,through the model research of the key influence factors to customer loyalty and the questionnaire research of customer-loyalty present situation，the strategy to enhance company customer loyalty is presented。 At first，some theories about customer loyalty presented．Combined with the actual running situation of the enterprise，the Orient Life Customer Loyalty Influence Factor Model (OLCLIFM)is supposed which is based customer value，customer satisfaction，customer trust， switching costs． Through the analysis of the valid 452 questionnaires，which obtained from the 20000 “Health Club’members in Orient Life customer database，combined、衍th the PLS memod，the Orient Life Customer Loyalty Influence Factor Model has been tested，and the result showed that the Orient Life customer loyalty influence f-actoI葛include 5 structure variables(customer value，customer satisfaction，customer trust，switching costs，and customer communication)those are behaved by 1 7 observation variables(brand，product quality,product diversity,price，website script，interface style，website information，online payment，logistics distribution，order information，service，customer information safety,trade safety,legal formality exhibition， member loyalty plan，virtual community,call center system)．According to above research resuR， the Orient“传Customer Loyalty Influence Factor Model has been reconstruction． Finally,based OLCLIFM，the 486 questionnaires about Orie