基于结构方程模型(sem)的顾客忠诚度分析——以快速消费品行业为例

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1、Basedonstructuralequationmodel(SEM)studyofcustomerloyalty——Afast—movingconsumergoodsindustryasanexampleHouWenxia(Administer)DirectedbyProf．GaoXinweiAbstractWiththecompetitionpickingupandthecustomercontestcostrisingintheconsumermarket，thedevelopingandprotectingloyalcustomercolonyhasbecometh

2、eenterprise’Simportantstrategytowinthemarket．Therefore，howtOestablishandretaincustomerloyaltyhasbecomeafocusonthemanagementacademiaandpractitioner．ThepaperfocusesontheinfluencefactorsoftheFMCG(fastmovingconsumergoods)consumablemarketofcustomerloyalty，usingthelatestresearchresultofcustomerl

3、oyalty，combinationthetheoriesofFMCGconsumablemarketanditspurchasebehaviorcharaeteristic．Asareset，aninfluencefactormodelisprovidedforcustomerloyalty．Avarietyofstudyapproachesareadoptedintheresearchsuchastheoreticalanalysisandinterviewsurvey．Combinationtheanalysiswithshampoomarket’Sconsumer，

4、thisstudydemonstratesandexaminesthismodelofinfluencingfactorscustomerloyalty．Theworkofthisthesismainlyincludesthreeaspectsasfollows：1．Basedonthevariouspreviouspaperandacademicanalysis，thispapertheoreticallyputsforwardmanyinfluencingfactorstocustomerloyalty；2．Combiningthetheoreticalresearch

5、andempiricalstudiesathomeandabroad，itanalyzestheinfluencingfactorsandconstructthebasismodel；3．Providingthevolumeofquestioningandcollectingdata，combiningwiththeSPSSl3．0andAMOS7．0analysistechnologysuchasthecorrelationanalysisandregressionanalysisamongthesefactors，drawingconclusionsandpropose

6、recommendationstoimprovecustomerloyalty．Throughtheaboveresearchwork，themainconclusionsareasfollows：1．Customerloyaltyisaffectedbyavarietyoffactors．Therearecustomersatisfaction，customervalue，customertrustandcustomerswitchingbarriers(includingreplacerattractionandswitchingcosts)andSOon．Thesef

7、actorsplaydirectorindirecteffectsoncustomerloyalty．Customertrustistheoneofmostimportantofcustomerloyaltyfactors，followedbycustomersatisfaction．2．Theimpactofcustomerloyaltyfactorsalsoaffectstherelationshipbetweeneachother．Keywords：CustomerLoyalty；InfluencingFac