Research on factors influencing consumers' loyalty towards geographical indication products based on grey incidence analysis

摘要

Purpose - Loyalty of customers is an essential factor influencing the development of geographical indication products industry. The purpose of this paper is to construct a model to detect factors influencing customers' loyalty on geographical indication products. With analysing four teas, i.e., Lu'an Gua Pian, Huoshan Huangya, Huangshan tribute chrysanthemum and Yuexi Cuilan, this paper measures the factors strengthening consumers' loyalty and examines how much impact these factors have. Design/methodology/approach - This paper is characterised as an exploratory research using the grey incidence analysis model and data are obtained by questionnaire survey. Findings - In general, result of the analysis indicates that customer's attitude towards its producing areas, perceived quality and cognition of the protection of geographical indications are the important factors that influence their loyalty towards geographical indication products. Detailed rank of their power that goes from highest to lowest is: customer's attitude towards its producing areas, perceived quality and cognition of the protection of geographical indications. It also shows that the method of grey incidence analysis is adaptable to evaluate factors affecting consumers' loyalty, which can make the result more persuasive and objective. Originality/value - The authors construct a model from three aspects: customer's attitude towards the producing areas of geographical indication products, the perceived quality and cognition of the protection of geographical indications. On the basis of this model, the authors analyse the factors which influence customer's loyalty with grey incidence analysis.