THE ANALYSYS OF RELATIONSHIP COMMITMENT AND TRUST TOWARDS CUSTOMER LOYALTY A CASE STUDY OF BAWANG SALON IN CHINA

Abstract

With the transition of market conditions from seller’s to buyers, which intensifies the competition further, marketing keystone has been turning from exchange to relationship unconsciously. Now relationship has been on the academic and practical frontiers. On the basis of a lot of existing literature, this paper “The Analysis of Relationship Commitment and Trust towards Customer Loyalty: A Case Study of Bawang Salon in China” investigates the influence of relationship commitment and trust on customer loyalty on the customer’s view. This thesis focuses around two subjects. The first is to explore and confirm the constructs of proposed structure model; the second is to evaluate the influence of each antecedent on commitment and trust and to investigate the interrelationships between commitment, trust and customer loyalty. A proposed structure model is developed and also empirically tested in order to resolve them. A questionnaire survey is carried on in addition to individual interviews, 296 valid samples were collected out of 400 in two months with effective to return-ratio at 74%. The data has been tested in accordance with the general rule of construct validity and reliability. The research model and hypotheses are empirically tested using SEM technology and finds that: 1. the final customer loyalty model based on commitment-trust relationship; 2. the effects of antecedents on commitment and trust, the effects of commitment and trust on customer loyalty. This paper contains theoretical analysis method and case study method, deep-seated discuss the relationship commitment and customer loyalty, worked out based on relationship marketing and customer loyalty enterprises is growing faster and stronger.