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yalty is critical for enterprises' survival and fast development. There are many bodies of literature on customer purchase behaviour and customer loyalty theory. They stat the process of customer decision making and the principle of customer loyalty theory. Customer loyalty cards, as a form of customer loyalty programme, have been adopted widely in retailing sector in the world. Customer cards schemes have developed towards the trends of across-sector coalition, high tech-based, and new rewards. There are also many researchers which suspect the effectiveness of customer loyalty programmes and urge for the real rewarding returning to customers(Campbell D T, Fiske D,1959).
With an increase of disposable income, many Chinese people now can afford the luxury goods and enjoy the fashion products. The fashion retailing industry has been in boom development over last 20 years. Famous foreign brands and domestic brands compete intensively for China's fashion retailing markets. The current situation is that foreign brands occupy the large share of upscale markets while the domestic brands take a lead in middle-scale and lower scale markets(Gilmore, 23) .
Few bodies of literature on the adoption of customer loyalty programmes in Chinese fashion retailing markets can be found in current academic field. As a result, a study aiming at investigating the effectiveness of customer loyalty programmes in Chinese fashion sector is conducted. This research tries to fill this gap.
3 Research Methodology
3.1Research Philosophy
3.2Data collection
3.2.1Documents review
3.2.2Questionnaire distribution
3.2.3Pilot study
3.3Data Sampling
3.4Statistical analysis
3.4.1factor analysis
3.4.2Chi-Square Analysis
3.5Case study (compare success examples with failure ones)
4 Chapter III of the theoretical basis for Customer Satisfaction Study
4.1the main factors of customer satisfaction
4.1.1elements of the reasons for customer satisfaction
4.1.2 Elements of the results of customer satisfaction
4.2The theoretical basis for customer satisfaction
4.2.1Customer satisfaction based on the psychology
4.2.2basis of customer satisfaction of Economics
4.2.3Sociological basis of customer satisfaction
5 Customer Satisfaction Index System of Evaluation
5.1domestic and international customer satisfaction research model comparison
5.1.1Swedish model profile
5.1.2U.S. Model Introduction
5.1.3The European model profile
5.1.4China's Qinghua Model Introduction
5.2domestic brand clothing should be established on the side of the Customer Satisfaction Index model
5.2.1 the establishment of the logic model of customer satisfaction
5.2.2 establish the structural model of customer satisfaction
5.3 pairs Customer Satisfaction Index System of Evaluation
6.3.1 Customer satisfaction survey to establish the principle Index System
6.3.2 Customer Satisfaction Index System of a survey
6.3.3 quantitative indicators of barium Commentary
6.3.4 index weight of the survey identified
6 Empirical Analysis of Customer Satisfaction of V brand clothing enterprises
6.1The domestic branded apparel market status
6.2H brand clothing Profile
6.3H branded apparel market survey
6.3.5set the scope of investigation
6.3.6survey the crowd and investigative methods
6.3.7of the pre-survey questionnaire
6.3.8test the questionnaire
6.4Data Analysis
6.4.1features samp