顾客忠诚度——对淘宝服饰店的案例研究毕业论文(编辑修改稿)

顾客忠诚度——对淘宝服饰店的案例研究毕业论文(编辑修改稿)内容摘要：

phone users are not quite satisfied with the products, but if they you change the use of other products they have to pay the costs, in this way 4 they will still adhere to the use of original cell phones. Costs would let them tolerate imperfect service providers, but if one day they can realize with little or no costs, I believe that they will act immediately (Liao, 1996:43). To wrap up what has been mentioned above, loyalty must have access to a minimum level of customer satisfaction, which will favor the establishment of loyalty. However, customer satisfaction is not an important condition for customer loyalty! 3. Related Theory and Decisive Factors in Consumer Loyalty Evaluation Social Network Theory In this paper, we study online customers‘ loyalty and behavior from social work and marketing perspectives. In the marketing literature, a customer‘s prospect value of a product or service in a store could encourage him/her to shop at that store. In the social work, literature, a customer is not isolated from his/her social relations and his/her shopping choice could also be affected by social experiences (Cheng, Zhang, and Huang, 1991:25). In the marketing literature, customer value has been considered a key predictor of customers‘ choice, and it includes two distinct values: utilitarian and hedonic values (Babin amp。 Darden amp。 Griffin, 1994: 644656). Utilitarian value means the rational value of a customer and depends on whether the specific need is realized, while hedonic value is used to refer to the emotional value and depends on whether the customer feels happy during the shopping process. It has been evident that both of these values are related to the moary amount a customer spends on shopping. In the social work literatures, the Chinese experience themselves as situated at the center of concentric work circles. The extent of intimacy with one another is reflected by the relative position of another within the concentric circles of one‘s psychological field, as Figure 1 shows (Cheng, Zhang, and Huang, 1991:26). 5 Figure1: Chinese Hierarchical Circle By studying the intensity of relationship among people, social work can be divided into three categories: information work, affect work, and trust work (Krackhardt, 1992: 216239). The information work is a work in which people exchange information with each other. The affect work is a work in which people share their own personal feelings. The trust work is a work in which people show trust to each other. These three works have interactive relations. By chatting in a virtual munity, online users are no longer strangers. Two persons will bee more intimate if more information interactions occur between them. In this way, a solid information work could develop into an affect work. At the same time, after benefiting from information exchanges, some users would foster trust to each other. Therefore, an information work will encourage a trust work. What‘s more, in China, strong ties, which usually exist in intimate relations such as family and close friends, help to develop more trust than weak ties. As a result, the affect work will facilitate a trust work. Consumers’ Behavioral Intention Theory The antecedent effects of service quality, customer satisfaction, and value on loyalty derive from Cronin, Brady, and Hult‘s modeling of the effects of these three constructs on consumers‘ behavioral intentions. That is to say, service quality, customer satisfaction, perceived value, justice, trust, and perceived risk are identified 6 as possible determinants of customer loyalty. Current research further extends analysis relative to the antecedents of customer loyalty by assessing the effects of customers‘ perceptions of justice and perceived risk in the service encounter (see Figure 2). And this figure shows how these determinants works together to customer satisfaction or customer trust and then achieve different degrees of customer loyalty (Cronin, Brady, and Hult‘s, 2020: 193 218). Figure 2: The Proposed Research Model Service Quality: Service quality is a term that refers to the customer‘s general impression of the relative inferiority/superiority of the anization and its services. Perceived Value: Zeithaml‘s study that suggests ―perceived value is the customer‘s overall assessment of the utility of a product based on perceptions of what is received and what is given.‖ (Zeithaml, 1988:14)And it is inferred from that customers have a ―giveversusget‖ mentality when it es to perceptions of value. Trust: The concept of trust is defined as a willingness to rely on an exchange partner in whom one has confidence. And trust exists when one party has confidence in an exchange partner‘s reliability and integrity. A consumer must have confidence that the seller has his/her best interests at heart during the service consumption process. This confidence exists only if the consumer considers the service provider to be a reliable alternative and to have high integrity. These two essential characteristics of a trusting consumer/provider relationship are highly correlated with such attributes as 7 consistency, petency, honesty, fairness, responsibility, and helpfulness. Perceived justice: The concept of perceived justice suggests that individuals assess the equity of an exchange by paring the ratio of their inputs and outes against the concurrent ratios of other parties in an exchange. It is said that inequity exists when individuals observe a negative inputstooutes ratio across parties involved in the exchange. Inequity brings negative feelings to individuals such as distress and frustration. And consumers will try to get themselves out of the inequitable situation. Interactional justice specifically addresses the amou。