摘要
随着企业间的竞争不断升级,市场占有率不再是具有决定意义的唯一衡量指标,企业竞争的目标由追求市场份额的数量-“市场占有率”转向了市场份额的质量-“满意顾客和忠诚顾客的数量”,因为在竞争非常激烈的环境下只有满意的顾客才会有可能再次光顾,才会有可能继续购买企业的产品,对企业产品持续的满意,这种重复购买才会持久,进而达到忠诚,因此忠诚顾客是企业长期利润最重要的源泉。本文在文献回顾的基础上,探讨了顾客满意与忠诚的概念、内涵,在此基础上对两者的区别和联系进行了分析,并对各联系的发生条件进行了探索。
Along with upgrading the competition between companies, the rate of market occupancy is no longer only one measuring index of determinative significance, the objective of competition changes into the quality of market share -“the number of satisfied and loyal customer”from quantity of market share- “rate of market occupancy”, because the customer satisfaction is the life source for all of successful companies, and the loyal customer is an important determinant factor for competition of companies, also is the important source of company＇s long term profit. In this article, on the basis of literature review, we will discuss the concepts ,contents of customer satisfaction and loyalty, and we also will analyze the differentiations and the relationships between the customer satisfaction and loyalty, and then will probe the relationships between them under the different condition.
出处
《上海管理科学》
2005年第5期11-13,共3页
Shanghai Management Science
