The Research of Customer Loyalty based on Customer Self-concept

The research of customer loyalty has been the focus for a long time in the academic world and industry. Using factor analysis, this paper divides customer self-concept into five category - cause communication self, expression self, astute self, family self and self-development self, divides customer loyalty performance into word of mouth spread, conative loyalty, behavior loyalty, premium payment and rivalry brand loyalty. Then it researches the influence of customer self-concept on customer loyalty. The result indicates that cause communication self impacts word of mouth spread, conative loyalty and behavior loyalty, expression self, impacts word of mouth spread, astute self impacts conative loyalty, family self impacts premium payment. Finally, some marketing implication is discussed for enterprise management.