The AGA Evaluating Model of Customer Loyalty Based on E-commerce Environment

Abstract

With the development of e-commerce, the enterprises should build long-term and stable relationship with the customers, and then enhance customer loyalty continuously through the use of information technology and network technology, which based on the customer interest, meet the needs of clients and customers to create value for them as the goal. At the same time, for e-commerce beyond the limitations of time and space, so that the material, financial and information can high-speed flow, the subsystem, such as guide, ordering, payment, trade and security can be linked together organically , and then achieve the goods on-line trading. So face to the complex process and the huge information, how to obtain and retain more valuable customers and then establish and consolidate customer loyalty, which is the key for the enterprises strategy. Based on the analysis of the customer loyalty and problems which faced, this paper established an evaluation index system, including five aspects: customer expectations, customer trust, customer satisfaction, customer awareness value and transfer cost; this paper built customer loyalty model in e-commerce environment based on introducing the principles of GA method and improved program; the examples demonstrated that AGA method is scientific and operational on the issue of customer loyalty evaluation, and the AGA method can be applied to further areas; finally, this paper put forward the strategies of training and consolidating customer loyalty.