摘要
从卖方市场到买方市场,顾客忠诚日渐成为企业争夺的重要资产,满意度战略曾一度成为企业的营销主导,但实践证明,满意不一定带来忠诚。忠诚是个复杂的概念,以往的研究中,学者们从不同的角度用不同的指标来测度顾客忠诚,逐步推进"满意─忠诚"这个命题的成立条件。
From seller's market to buyer's market,customer loyalty gradually becomes the important asset enterprises scramble for satisfactory strategy has been a marketing lead to enterprises for a time,but practices prove that satisfaction does not necessarily create loyalty.Loyalty is a complex concept.In the past research,scholars measured customer loyalty in different points,using different indicators,and then advanced gradually the establishment conditions of the proposition "satisfaction to loyalty".The article...
出处
《企业活力》
2009年第8期43-47,共5页
Enterprise Vitality
关键词
满意度战略
最优战略
顾客满意
顾客忠诚
satisfact strategy
optimal strategy
customer's satisfaction
customer loyalty
