Brand Loyalty in Ruisi English Training School of Customers in Nanning City, China

This study aims to explore:(1)the impact of different customer experience English training satisfaction on the brand awareness and brand loyalty of Nanning Ruisi English Training School,and(2)its implications for Nanning Ruisi English Training School to build a marketing mix for students participating in training.This is a quantitative study.The tool used was a questionnaire.The study sample consisted of 385 Chinese students from Nanning,Guangxi,China,obtained through a multi-stage random sampling technique.The results were analyzed with the help of SPSS software,descriptive statistical analysis,Pearson correlation test,and regression analysis which were used to test hypotheses,and the main purpose of the study was brand loyalty of Ruisi Customer English Training School in Nanning,China.Descriptions of samples and sampling methods are used in the research,and techniques for analyzing data and research instruments are introduced.The results show that significant positive relationships and marketing mix are predictors of customer decisions.Research shows that the English training industry needs to employ marketing mix tools to acquire customers.Promotions are essential in order to reach and attract more younger generation customers.This research is of great significance and practical value to all English training schools in Nanning,Guangxi.

The Research of Customer Loyalty Improvement in Telecom Industry Based on NPS Data Mining

In recent years, the telecommunications have used the concept of NPS(Net Promoter Score) for customer relationship management, but there is neither definite theory research nor instructive instance research. However, this paper summarizes an approach with instance case analysis to improve customer loyalty via NPS data mining, which has extensive and practical significance for tele-companies. First, this paper finds some driven forces of customer loyalty, which are relative to customer consumption such as the call duration, the usage of data, ARPU, etc., by using some innovative reasoning-analysis based on IG(Information Gain) and xg-boost decision-making tree model, so the tele-companies can predict the role of individual customer and form daily monitoring on big data, which will save a lot of NPS survey cost. Second, this paper summarizes how customer group feature impacts the relationship between NPS and financial performance. Taking ARPU value as the performance goals, we divide the sample customers into 6 groups and summarize their characteristics based on k-means clustering, and give targeted suggestion of each group.

The Effects of B2C Interaction on Customer Loyalty

Purpose： This research attempts to examine the relationship between B2C interaction and customer loyalty in Business-to-Customer（B2C） context from a new perspective of the interactive tool.Design/methodology/approach： The scale for B2C interactive tools is of seven dimensions： efficiency, security, fulfillment, mobility, community, cultivation, and customization. A model reflecting the influences of these attributes on customer loyalty is developed and empirically examined based on data collected from 265 B2C customers. Findings： Results reveal that the fulfillment, mobility, community, and customization of B2C interactive tools can enhance customer loyalty directly and significantly. Efficiency and security, serving as the premise for possible purchase behavior, facilitate fulfillment. In addition, cultivation promotes the formation of customization, which directly strengthens customer loyalty.Research limitations： Models considering individual-level indicators and combined with classic loyalty mechanisms in B2C context may lead to a deeper understanding of the tested effects of interaction on customer loyalty.Practical implications： To strengthen B2C interaction and further cultivate loyal customers, making interactive tools more fundamental, flexible, and personalized is critical for B2C enterprises. Originality/value： This study proposes a new perspective from interactive tools when measuring the relationship between B2C interaction and customer loyalty, and offers a useful theoretical lens and reasonable explanations for investigating customer loyalty in B2C e-commerce context.

Customer Relationship Management to Customer Value&Customer Loyalty of Fixed Broadband:Study Case on Fixed Broadband Company in Indonesia

The increase of fixed broadband penetration can increase a country’s economic growth.Indonesian fixed broadband usage density still lags far behind other countries.This condition becomes a great opportunity for operators in marketing fixed broadband products.The different offers and services of each fixed broadband operator in Indonesia will have an impact on the ease of acquiring and maintaining customer loyalty levels.The unstable number of subscribers(unsubscribing/switch to other operator)is increasing year by year.This condition can be caused by customer value perceived by the customer that is inferior because the management of customer relationship management is less good.The method used is descriptive and explanatory.The unit of analysis is the last customer of four broadband operators in Indonesia.Time horizon is cross-sectional,where the research is conducted simultaneously.The survey data are collected from questionnaires to fixed broadband subscribers and through focus group discussions and interviews with managers related to the object study.Data are analyzed descriptively and quantitatively and this research uses quantitative research design using Structural Equation Modeling(SEM).The findings show that the effect of customer relationship management on customer loyalty through customer value is significant.

Investigation into the Customer Loyalty and Corporate Image Relationship

While extant of academic literature shows that service quality and customer satisfaction are key to building customer loyalty,given these equitable,“Does corporate image create loyalty”is the question this research probes.A primary research was conducted among the mobile communication subscribers.A total of 550 subscribers of mobile communication services in Mumbai,India were approached.Of this,400 complete and valid responses were collected.Findings suggest that corporate image and the service quality perceived by the customers have a strong relationship with customer loyalty.This implies that both external marketing and interactive marketing dimensions have a direct impact on building customer loyalty.Customer satisfaction was seen to be completely mediating the relationship between service quality and customer loyalty.This research provides a model that can help the managers of service organizations to enhance customer loyalty.Since corporate image positively impacts the customer loyalty along with service quality,it is important for the industry managers to devote equal attention and resources in delivering the promise as well building a good image of the company.Since the service quality impacts the corporate image,an important takeaway for the managers is to ensure that the actual offer matches promises made externally.Most of the previous studies investigating the antecedents of customer loyalty have either focused on the interactive marketing dimension or the external marketing dimension.This study examines the interplay of both the dimension and its impact on customer loyalty.

The Effect of Service Quality on Behavioral Loyalty Through Customer Satisfaction and Attitudinal Loyalty in the 4-Star Hotel in East Java, Indonesia

This research was conducted to test and analyze the influence of service quality on behavioral loyalty through customer satisfaction and attitudinal loyalty to 4-Star Hotel in East Java.This research is a survey research.The sampling technique used is non probability sampling.Sample sizes are 200 respondents.The analysis tool used is Structural Equation Model(SEM)Analysis.The result of the research shows that hypothesis proposed in this research is accepted.Academic suggestion submitted is for research that will come dating need to be explored influence of other variables that influence behavioral loyalty.While practical suggestions submitted to business actors is for business actors to pay attention and keep the variables that effect behavioral loyalty.Especially studied in this study they are:service quality,customer satisfaction,and attitudinal loyalty.

Correlating Customer Satisfaction and Customer Loyalty:The Case of International Tourists in Cretan Resort Hotels

Customer satisfaction and customer loyalty are considered as a confirmation of remarkable service provision towards the customers.The formation of both constructs is viewed as a vital element which leads to the reinforcement of competitive advantage for the hotels.Various academic viewpoints are available concerning the constructs of customer satisfaction and loyalty;nevertheless,most of them indicate an opposition towards their correlation.The aim of this research was to investigate the factors that reinforce the satisfaction and loyalty levels of resort tourists and identify whether or not the two constructs are interrelated.A quantitative research methodology was applied,with the use of close-ended paper questionnaires,which were administered to international tourists staying in resort hotels in the Municipality of Hersonissos,one of the most popular tourist destinations in northern Crete.Findings confirmed a positive correlation between customer satisfaction and customer loyalty.Data also showed that food and beverage quality,location and price are considered as the most significant factors that enhance satisfaction levels,whereas emotional experiences,loyalty programs,customer service quality,and customer satisfaction were identified to have a significant impact on the formation of customer loyalty.

Study on customization process and application via Internet

Networked customization is an important way for enterprises to satisfy customers?individual requirements. From this point of view, the study on networked customization process and application is started with analyzing the customization process in detail, in which the customization process is divided into 6 stages including information capture, need submission, need affirmation, need interaction, creating customization orders and customization production. A general customization process chart for common products is presented, which describes the communication between customers and enterprises in the entire customization process. The method of analyzing customization process is presented. The product customization subsystem in the system of ceramic product marketing and customization of Chongqing CHN & CHN Ceramics Co. Ltd. is introduced to explicate the process of customization via Internet.

Influence of Psychological Contract on Customer Loyalty to Drugstores

Objective To discuss the influence of the two-way psychological contract on customer loyalty to drugstores, and to put forward some suggestions for managers of drugstores to improve the customer loyalty based on the facts that drugstores have to give emphasis to such problems as how to keep their customers and improve customer loyalty due to the influence factors, such as the rich channels of drug purchase, the individualization of the demands for drug purchase and the strict requirements for the quality of service on the basis of psychological contract theory. Methods A total of 241 valid questionnaires were distributed in Shenyang to collect data and the data was analyzed by SPSS 24.0. Results and Conclusion The data analysis show that the transaction type and relational psychological contract of both drugstore employee’s and customer’s responsibility performance have significant influence on customers loyalty, and the transaction psychological contract of employee’s responsibility performance has the greatest impact on customers loyalty. Therefore, to improve customer loyalty, drugstores should provide reasonable services on the basis of satisfying the customers’ psychological contract, and actively guide the customers to fulfill their own responsibility so as to increase sales.

社群化的Internet服务——Windows Live Custom Domains产品经理访谈

微软开始从事互联网相关的业务（如MSN Search、Space等），就从未停止对Web世界的不断探索。拥有数以亿计用户的微软平台下，如何让每一个用户都能在同一个平台下享受更好的服务，一直是Live团队的追求。随着社会化网络（Social Networking）的不断升温，Windows Live Custom Domains作为社群服务，成为Intemet用户关注的热点……

服装品牌微信生态私域流量营销对顾客忠诚度的影响

服装品牌在微信生态这一私域流量最大载体中的布局已初有成效,但相关的实证研究相对较少。为探究服装品牌如何在微信生态私域流量中进一步提升顾客忠诚度,通过理论分析和研究假设,构建了微信私域流量营销要素对顾客忠诚度影响的理论模型。利用SPSS软件对592份有效问卷数据进行信效度检验与回归分析。结果表明:平台内容、顾客互动参与、个性化服务和专属权益对顾客忠诚度有正向影响;满意度和信任度对顾客互动参与起到完全中介作用,对平台内容、个性化服务、专属权益起到部分中介作用,研究结果可为服装品牌在微信生态布局进行的私域流量营销提供建议。

基于fsQCA的国产服装品牌忠诚提升路径研究

为探究中国服装企业维护和提升消费者品牌忠诚的方式,以京东平台上30个国产服装品牌为案例,在收集商品评论并对其进行文本分析的基础上,运用模糊集定性比较分析(fsQCA)方法,探究国产服装企业维护和提升品牌忠诚的多种因素组合路径。研究结果表明,国产服装企业品牌忠诚的提升是多因素组态作用的结果,产生高品牌忠诚的7条路径可以归纳为5种模式,分别为质量领先+影响力型、质量领先+情感驱动型、情感驱动+社会责任感型、质量领先+在线社群运营型、品牌形象+价值让渡型。在此结论的基础上提出服装企业应注重生产制造能力提升、积极履行社会责任以及要以满足消费者需求为中心等建议,为国产服装企业提供了理论和实践启示。