The influencing factors and mechanism of customer behavior loyalty - An empirical analysis on the automotive dealers

On the basis of the previous papers and on the background of the service consumer market, the thesis, combining theoretical analysis with empirical research, tries to construct the basic drive model. In the case of automotive dealers, it demonstrate the interior relations among the service quality(SQ), customer value(CV), customer satisfaction (CS), customer expectation(CE), service recovery(SR), customer behavior loyalty(CL) and their mechanisms on customer behavior loyalty. The findings indicates that, 1st, customer expectation will have positive impact on customer quality, but a negative impact on customer satisfaction; 2nd, service quality does not work with customer behavior loyalty directly, but act indirectly through customer value and customer satisfaction; 3rd, customer value have greater impact on customer behavior loyalty than customer satisfaction; 4th, besides acting on customer behavior intention directly, the result of service recovery act indirectly through customer value, but customer satisfaction and service quality dose not work with customer behavior loyalty directly; 5th, the better the results of service recovery is, the more remarkable customer value, service quality and customer satisfaction will be, and customer behavior loyalty will be also dropped.