Abstract Recently, with the increasingly fierce market competition and the increasing awareness of the importance of customer loyalty, customer loyalty has become one of the most concerned problems. A point in the academia has reached a consensus that customer satisfaction is the most important factor affecting customer loyalty.

This paper has searched and analyzed customer satisfaction, customer loyalty and related theory by literature review. On the base of that, this paper emphasizes on studying the moderating factors and their influence on customer satisfaction to explore the relationship of customer satisfaction and customer loyalty. This paper obtained reliable data by questionnaires and applied SPSS software to do basic descriptive analysis, and check the model and research hypothesis aroused in this paper. 43822

This paper finally comes to the conclusion that product characteristics, service system and customer relationship have positive influence on customer satisfaction, while switching cost has negative influence, though not obvious. What’s more, this paper designs the questionnaire according the fact of Blue Moon Industry Co. Ltd., then studies the customer loyalty management in this company, and offers some related suggestions on increasing profits on opration

Key Words:Customer Satisfaction     Customer Loyalty     Moderating Factors 

摘 要近年来，市场竞争的日益激烈以及人们对顾客忠诚重要性认识的不断提高，顾客忠诚问题逐渐成为企业经营最为关注的问题之一。有一点在学术界已经达成共识，即顾客满意是影响顾客忠诚最为重要的因素。 

本论文对顾客满意、顾客忠诚等相关理论进行了文献查找和整理,并在此研究的基础上,研究了顾客满意的调节因素及它们对顾客满意的影响,进而探讨顾客满意与顾客忠诚之间的关系。本论文通过采用问卷调查的方法获取了相对可靠的数据,借助SPSS软件,对数据进行了基本的样本统计分析和描述性统计分析,对本文提出的框架模型和研究假设进行了验证。

本文通过研究最终得出了下列结论:产品特性、服务体系、顾客关系这三个调节因素对顾客满意有正向影响吹冰^文`论*文-网www.chuibin.com,转移成本对顾客满意有负向影响,但不很明显。此外，本文依据蓝月亮洗衣液有限公司的实际情况设计调查问卷, 再而又根据数据分析结果对蓝月亮实业有限公司的顾客忠诚管理进行了探讨,并提出了相应的管理建议，为其增加营业收益提出有效地举措。

毕业论文关键词:顾客满意     顾客忠诚     调节因素

Contents

Abstract ....ⅰ

摘要....ⅱ

Chapter One Introduction  1

1.1 Research Background  1

1.2 Research Significance .. ..1

Chapter Two Literature Review  ...3

2.1 Customer Satisfaction ...  .3

2.2 Customer Loyalty ........4

2.3 The relationship between Customer Satisfaction and Customer Loyalty ...4

Chapter Three Methodology ..6

3.1 Questionnaire Design ..6

3.2 Statistical Analysis of Questionnaires .........7

3.3 Model Building and Related Hypotheses ...........10

Chapter Four Result and Discussion ........14

4.1 Research Result...14

4.2 Advice on Enterprise’s Loyalty Management ........14

Conclusion .. ............17

References ............18

Appendix: Questionnaire ...............20

Thanks ......23 

The Analysis of The Relationship Between Customer Loyalty and Customer Satisfaction —— A Case of Blue Moon Industry Co., Ltd.

Chapter One Introduction

1.1 Research Background 

A basic conclusion of academic research and enterprise practice，loyal customers are the important determinants of enterprise's competitive advantage, the source of long-term profit. Has very important economic significance and practical value for the survival and development of enterprises. Thus, the influencing factors of customer loyalty and how to improve the customer loyalty has become the subject of concern to the business community and academia. There is a strong positive correlation between customer satisfaction and customer loyalty.