Research on Influence Factors of Technological SME’S Customer LoyaltyBased on Micro Marketing

Abstract

Customer loyalty has a significant value for the growth of technological companies. Previous scholars have conducted research on nine industries in the United States. The survey results show that for every 5% increase in customer loyalty, the company’s profits increase by 25%. The author studies the factors that influence the customer loyalty of SME in the context of micromarketing. The study finds out that interaction, customer experience, brand image and perceived risk all have impacts on customer loyalty. The order of influence ranked from big to small is interactive, customer experience, brand image and perceived risk. The author establishes an empirical model, and sends questionnaires to technological enterprises which use internet platform to keep customers to obtain data. This study expands the existing theories of customer loyalty’s influence factors, and helps SME to adjust their marketing strategies and better use means of micromarketing to promote customer loyalty.