Abstract Customer loyalty can be divided into customer’s loyalty to company and loyalty to employee. What determine to whom customer are loyal? What is the establishing mechanism of customer loyalty?These two issues are the theoretical and practical challenges. This paper uses the psychology concept of trust to explore the customer loyalty-establishing mechanism and makes an empirical analysis by using the data of China’s marketing enterprises and service-type enterprises. We find that customer trust in company not only has an impact on customer loyalty to company, but also has an impact on customer loyalty to employee. Customer trust in employee not only directly induces customer loyalty to employee, but also has an indirect impact on customer loyalty to company through customer loyalty to employee. Enterprises can use trust to influence to whom customers are loyal.
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Received: 15 December 2009
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