An empirical research on the influencing factors of express company's customer loyalty

Abstract

Customer-oriented relationship marketing theory has been recognized among the marketing researchers, maintaining and improving customer loyalty has become more and more important for enterprises. In this paper, the author studied the influencing factors of express company's customer loyalty. After analyzing the relevant literatures on customer loyalty and combining with the express company's industry characteristics, this article summarized seven probable main factors that influence the customer loyalty of express company, proposed eight research hypothesis and then established a conceptual model. 353 valid questionnaires were collected. Through the statistical analysis by SPSS19.0 and AMOS 17.0, the result indicated that customer satisfaction and service quality are two key factors affecting customer loyalty which provide a reference for the managers of express company in actual marketing practice.