1、中文 4970 字 Customer Loyalty of Amazon -how to build a long lasting relationship? Z Aihie Lin, S Yan Abstract Aim: The purpose of the study is to do the research that under the e-commerce business model, the impact factors of customer loyalty in an online shopping environment, how to improve the custo
2、mer loyalty and how to build a long lasting customer relationship. Design/Methodology/approach: Through to the questionnaire survey research, design and collect sample data, combine with the Amazon Companys current operating mode and the theoretical, and also got the second data. In order to make th
3、e data become more and more reliable. Findings: The studying on improving customer loyalty under the B2C e-commerce model is significant for theory and practice. On the background of Amazon company， which is the biggest e-commerce company in America, according to the relevant. literature and field s
4、urveys，the paper brings forward the importance of customer loyalty at the e-commerce business. It could come to the conclusion is how to improve the customer loyalty and then how to build the long lasting customer relationship. Contribution: The paper according to the characters of the online shoppi
5、ng and combine with the literature about the e-commerce and customer loyalty research, Put forward a certain hypothesis, through questionnaire survey on customers, and statistical analysis of the relationship between customer loyalty and its influence factors make an empirically evaluation. The pape
6、r gives contribution to the e-commerce business, how to build the long lasting customer relationship. Key words: Customer loyalty； Customer relationship； Satisfaction； Services； Paper type: Research paper 1. Introduction The paper is consisting of 5 parts. This chapter introduced the background of A
7、mazon and elaborated the importance of the customer relationship and customer loyalty. And then clearly sated the motivation of the paper. 1.1Background Knowledge 1.1.1 About Amazon A, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle, which is the one of the earliest began to the e-commer
8、ce company. It was opened on the World Wide Web in July 1995 and today offers Earths Biggest Selection. It also included three subsidiaries, they are Alexa Internet、 and Internet MovieDatabase， IMDB. A and other sellers offer millions of unique new, refurbished and used items (Amazon, 2011). Amazon
9、 bookstore () is one of the biggest bookstores in the world. It provides 310 million books directory, more than the global any bookstore of storing books to 15 times more above. To run the special business needs neither large buildings nor great numbers of staff. Even though there are only 1600 empl
10、oyees in Amazon bookstore. The sales reach 37.5 million dollars per capita, which are 3 times those of Bames& Noble, the largest bookstore in the world, which has 27.000 employees (Hamiton, 2008). The commercial activities of Amazon bookstore focus on marketing and the after service. That is, they a
11、im at attracting customers, while building good image for the company. To become a customer-oriented company is the mission of A (He & Zhang, 2003). The biggest online bookstoreAmazon began to profit in 2002. This is a piece of good news to global electronic commerce development. However, in the fol
12、lowing years, electronic commerce suffered from loss. A survey conducted by the Temkin Group revealed that Amazon has been at the highest rates of customer loyalty in America. Three factors were taken into account in the chart of customer loyalty, including hesitation to switch to other company, rea
13、diness to buy more goods from the company and readiness to recommend it to others. The survey showed that customer loyalty had fallen to a new low with just 17% companies getting to the very strong mark for loyalty. Thanks to its ability to attract repeat customers, Amazon ranks high on the list of
14、customer loyalty at the rate of 68%. The customers choose Amazon again because of its ability to get them the right results. Amazons performance in customer loyalty stands out when most online companies received significantly lower ratings (Grant, 2011). 1.1.2 Customer relationship CRM is a combinat
15、ion of hardware, software, process, applications and management commitment to improve customer service, retain customer and provide analytical capabilities (Romano &Fjermestad, 2002). The dynamic process of managing a customer-company relationship such that customer elect to continue mutually benefi
16、cial commercial exchanges and are dissuaded from participating in exchanges that are unprofitable to the company (Wiley, 2002) CRM is not only the implementation of a technology solution about information on their customers, but also CRM could deliver strategic market relationships. It could know al
17、l the things about their customers all the time. It could do a perfect data collection work and understand well what customers needs (Donaldson & OToole, 2007) Building sound relationships with customers is the one of the keys to make business successful. Humans build relationships all their lives,
18、be it with their friends, family, employers, colleagues or peers. As humans, we like to stick to what we know, and this behavior reflects in the choices people make regarding which business organizations to deal with. Building customer relationships is as important to business as the price and quali
19、ty of what are selling. The enterprise goes through efforts to consolidate and further development with the customers to establish a long-term and stable relationship. In fact, the customer is willing to take this kind of feeling to tell their friends .The effects of this propaganda is absolutely mu
20、ch more effective than the enterprise cost a huge commercial shooting . Speaking of the enterprise, the customer retention can bring lower cost than attract a new customer. According to statistics, attract a new customer needs is the cost of maintaining an old customer required cost 5 10 times (Xi,
21、2009). 1.1.3 Customer loyalty Customer loyalty is usually viewed as the power force of the relationship between the attitude of individuals relative and repeat patronage. Customer loyalty is one of the most over used phrases in business today (Shaw, 2000). In the business environment the concept of
22、customer loyalty is important because it is considered to be a profitable link. Loyalty is an economic necessity and a competitive necessity (Reichheld, 2001). Customer loyalty means to attract the target customers, in order to make them repurchase the products. Along with market competition aggrava
23、ting, the customer loyalty has become the determinant element that influences the enterprises long-term profits. As a sign of the market share, customer loyalty is more meaningful than that to customer measured market share. As a result, enterprises managers prefer to pay much more attention to impr
24、oving customer loyalty aspects, so that to make the enterprise gain critical competitive advantage in the fierce competition. Economists do some researches on the TOP500 enterprises and find that, the loyal customers are not only doing repurchase enterprise products and services to save expenses of
25、advertising and publicity, but also recommend the products or services to their relatives and friends. In another words, this kind of behavior becomes the personnel sources of the firms. It is the main profits of the company (Li, 2004). Customer loyalty is the important factor when the enterprise ma
26、rketing working with the customers the managers must pay more attention to. Customer loyalty will help the enterprise have the long-term stable growth means of sales, lower marketing costs and rising profits. 1.2 Main Research Questions 1) Why do customers choose Amazon? What the element would be co
27、ncerned with when customers are shopping online? 2) How to improve customer loyalty and finally build long lasting customer relationships under the e-commerce business scale? 2. Literature and theoretical framework 2.1 Relationship marketing From Wilson, Zeithaml, Bitner&Gremlers（ 2008） view, the marketing is not like the traditional marketing anymore. It has turned into relationship marketing now which means customers also involve the whole business process. Who should take their customers into consideration and know
