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Study on Influencing Factors of Wine Customer Loyalty in Ningxia and Its Brand Development Path

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DOI: 10.23977/msom.2023.040102 | Downloads: 18 | Views: 461

Author(s)

Sun Yu 1, Sun Qiong 1, Wang Zhongsheng 1

Affiliation(s)

1 Management College, Beijing Union University, Beijing, 100101, China

Corresponding Author

Sun Qiong

ABSTRACT

Based on 110 national questionnaire samples, based on the Swedish Customer Satisfaction Index (SCSB) model, 20 observation variables were designed from four dimensions: promotion perception, product experience, channel experience and customer loyalty to explore the factors affecting wine brand loyalty in Ningxia producing areas by SPSS. Research shows that promotion perception, product experience and channel experience have direct or indirect positive effects on customer loyalty. Finally, according to the research results, the development path of wine brands in Ningxia producing areas is explored.

KEYWORDS

Ningxia producing area; Wine marketing; Customer loyalty; Brand development

CITE THIS PAPER

Sun Yu, Sun Qiong, Wang Zhongsheng, Study on Influencing Factors of Wine Customer Loyalty in Ningxia and Its Brand Development Path. Manufacturing and Service Operations Management (2023) Vol. 4: 7-14. DOI: http://dx.doi.org/10.23977/msom.2023.040102.

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