Research on Factors Influencing the Loyalty of Campus Public Bicycles

Abstract

Recently, campus public bicycles have been popular, how to improve consumer loyalty is worthful to explore. This study selects ZHBIT as the research region, where campus public bicycles have been popular. 392 valid samples are collected to explore influencing factors of its loyalty. The results show that perceived quality and perceived value of campus public bicycle positively affect brand preference, consumer satisfaction and loyalty. Brand preference and consumer satisfaction have a positive mediation impact on consumer loyalty, while the power of brand preference is stronger than consumer satisfaction.