How to Improve the Customer Loyalty: An Empirical Study of Chinese Department Stores

By understanding the customer and good customer relations, Customer loyalty program will as a marketing project of fostering customer loyalty for the department stores enterprises to build competitive advantage and enhance the economic significance. However, whether we can really enhance the customer loyalty is the key to the problem. In this article, we have revealed the department store´s unique position on aspect of fostering customer loyalty on the basis of relevant literatures. At the same time, combined with the background of the department store industry, we have summed up the four dimensions of customer loyalty and further divided into 13 index systems. Then we use AHP to analysis. Lastly, according to the analysis of the domestic department store business, we propose some improvement strategies as well as make a summary of the method of improving customer loyalty.