Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)

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The Analysis on the Influence of Customer Satisfaction and Promotional Activities on Consumer Loyalty

Authors
Qianxi Liu1, *, †, Yiyang Zhao2, †, Jiahui Zheng3, †
1School of design, Royal Melbourne Insitutte of Technology, 124 La Trobe Street, Melbourne VIC 3000, Australia
2Department of International economy and trade, Jiangnan University, Lihu Avenue, Wuxi, 214122, P. R. China
3School of Economics, Guangdong University of Finance & Economics, Guangzhou 510320, Guangdong, P.R. China
†

These authors contributed equally

*Corresponding author. Email: s3835283@student.rmit.edu.au
Corresponding Author
Qianxi Liu
Available Online 29 April 2022.
DOI
10.2991/aebmr.k.220405.094How to use a DOI?
Keywords
customer loyalty; customer satisfaction; promotional activities; Luckin Coffee
Abstract

Customer loyalty has always been one of the critical factors for brands to stand out in the field. This study investigates the correlation of customer satisfaction on customer loyalty and seeks the relationship between diverse promotional activities and customer loyalty. The research was conducted in China, and the analysis unit was customers of Luckin Coffee. According to previous research on promotional activities and customer loyalty, this study further examined the relationship between these two variables by adding specific and diverse types of promotional activity as secondary independent variables. Quantitative analysis was used based on 226 valid web-based surveys conducted with randomly selected customers of Luckin Coffee. Then factor analysis was used to integrate sample data, followed by Pearson correlation and linear regression to analyze the integrated data. This study concludes a positive relationship between customer satisfaction and customer loyalty. Promotions also positively impact customer loyalty, and customer satisfaction plays a mediating role among them. For practical implications, this study indicates that it is significant for Luckin Coffee to improve customer satisfaction and enhance promotional activities to increase customer loyalty for future success. For social implications, the conclusion drawn by this study could provide helpful information for similar businesses and related industries.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2022
ISBN
978-94-6239-572-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.220405.094How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Qianxi Liu
AU  - Yiyang Zhao
AU  - Jiahui Zheng
PY  - 2022
DA  - 2022/04/29
TI  - The Analysis on the Influence of Customer Satisfaction and Promotional Activities on Consumer Loyalty
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 569
EP  - 575
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.094
DO  - 10.2991/aebmr.k.220405.094
ID  - Liu2022
ER  -