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1、影響顧客忠誠度的因素分析及策略研究摘要隨著社會的不斷進步，市場經(jīng)濟的日益發(fā)展，企業(yè)所面臨的競爭越來越激烈；企業(yè)要向獲得長久的生存發(fā)展，最根本的就是要培養(yǎng)和發(fā)展企業(yè)顧客，并使顧客群體日益壯大。而這就需要增強顧客的忠誠度。顧客忠誠度是對顧客對于企業(yè)產(chǎn)品或服務的認可程度、重復購買行為的反映，對于企業(yè)的生存發(fā)展發(fā)揮著非常重要的作用。本文首先將對顧客忠誠度的內涵內涵和衡量標準進行探討，然后重點分析影響顧客忠誠度的因素，并在此基礎上提出針對性的策略，以提高顧客忠誠度。關鍵字：顧客忠誠度，重復購買，產(chǎn)品，滿意度ofwor
2、kenthusiasmandforward-looking.Thedifficultiesandproblemsofindividualcadresindifferentmassesasthebuckpassing,long,makesomesimplecomplexproblems.Somecadresgeneraltalkaboutpay,donottaketheinitiativetoundertakeforthebitterandtiredofthework,thelackofcouragetopl
3、ayapositiveattitude."correctivemeasures:(LEDLeadership:LuoMingjun,rectificationtime:beforeSeptember25th,insistforalongtime)1,effectivelysolvetheenterpriseless,helpisnotenough.Inorderto"turnstyle,solveproblems,anddopracticalthings,hearttoheart"asthecore,ina
4、ccordancewiththeprovisionsofdivisionofLaborBureau,bytheBureauofPartymembersandcadresroomcompositiontheworkinggroup,tohelpenterprisessolveproblems,promotetheconstructionofmajorprojects;closetieswiththemasses,toaskforthepeople,askforpeopletoknowthepeople,pub
5、licopinion,thepeople,improvepeople'slivelihood.目錄摘要................................................................................................................................I一、緒論1二、顧客忠誠度的概述.............................................................
6、....................................1（一）顧客忠誠度的內涵1（二）顧客忠誠度的衡量標準1三、影響顧客忠誠度因素分析....................................................................................2（一）顧客的信任感2（二）顧客的滿意度2（三）產(chǎn)品內在價值2(四）替代者吸引力........................................................
7、......................................3（五）顧客消費經(jīng)歷3（六）信息情感溝通3四、提高顧客忠誠度的策略3（一）以顧客為中心，增強顧客信任感3（二）不斷進行產(chǎn)品和服務創(chuàng)新，提升顧客滿意度..........................................4（三）明確產(chǎn)品服務定位，提升企業(yè)的競爭力4（四）塑造顧客滿意的企業(yè)文化，加強企業(yè)形象管理4（五）加強客戶關系管理，構造與顧客交流的平臺4（六）加強員工管理，培育員工忠誠度5五、結語5參考文獻5致謝6of
8、workenthusiasmandforward-looking.Thedifficultiesandproblemsofindividualcadresindifferentmassesasthebuckpassing,long,makesomesimplecomplexproblems.Somecadresgeneraltalkaboutpay,donottaketheinitiativetoundertak
