【作者】 李迎春；

【导师】 宋先道；

【作者基本信息】 武汉理工大学 ， 企业管理， 2005， 硕士

【摘要】 顾客忠诚是企业取得竞争优势的源泉,因为忠诚顾客趋向于购买更多的产品或服务,对价格更不敏感,并且主动为本企业传递好的口碑,推荐新的顾客,他们不会因为外界的影响而转变对企业的信赖,而是一如既往的使用企业提供的产品和服务。这些忠诚的老客户是企业最主要的收入和利润来源,忠诚顾客的再次购买行为和对企业产品和服务的宣传,使企业拥有了一个稳定的顾客群,这不但提高了企业的市场占有率,而且降低了经营成本。因此拥有长期忠诚顾客的企业比拥有高市场占有率但顾客流失率高的企业更具有竞争优势。虽然已经有企业深谙顾客忠诚的重要性,但他们对顾客忠诚的认识比较片面、比较粗浅,对发展和保持顾客忠诚的有效途径缺乏了解,对于哪些因素、哪些方法能够促进顾客忠诚没有清晰的概念,对于如何测评顾客忠诚度并利用顾客忠诚度测评结果指导生产经营更缺乏理论上的指导。并且,面对激烈的竞争态势和薄弱的顾客管理现状,国内企业也迫切需要顾客忠诚度及其测评方面的指导。 本研究主要在前人研究的基础上,通过探讨顾客忠诚的影响和驱动因素,构建了顾客忠诚的驱动模型;指出了顾客忠诚度测评的方法、途径和测评指标体系,并运用模糊数学理论,构建了顾客忠诚的模糊综合测评模型,结合案例对该测评模型的具体运用进行了详细阐述;顾客忠诚度测评的目的,是为了使企业及时了解顾客对本企业的忠诚状况,进而采取积极的顾客忠诚管理策略以提升顾客忠诚度,为此,本文最后专门针对顾客忠诚培育的问题展开探讨。 本文共分五章:第一章主要介绍了本文的研究背景、研究的意义和国内外相关研究概况,并对顾客忠诚理论体系进行了深入论述;第二章在第一章分析的基础上,结合前人的研究成果,分析了顾客忠诚的驱动和影响因素,构建了顾客忠诚的驱动模型;第三章重点论述了顾客忠诚的测评途径和方法,建立了顾客忠诚度测评的指标体系,结合该指标体系并运用模糊数学理论,构建了顾客忠诚的模糊综合测评模型,并举案例对该模糊综合测评模型进行了实证研究;第四章着重论述了顾客忠诚的培育战略;第五章提出了本文的研究成果和对顾客忠诚的研究展望。 本文研究的目的旨在通过深入剖析顾客忠诚相关理论体系后,提出顾客忠诚的影响因素,探索顾客忠诚度测评的相关方法,提出行之有效的顾客忠诚培育的措施。以期对我国企业的经营发展有所助益。更多还原

【Abstract】 The customer loyalty is the headspring which makes enterprises obtain the competitive advantages, for loyal customers tend to purchase more products or service. They are less sensitive to prices and enjoying recommending the enterprise to the people around them. What’s more, they are always faithful to the enterprise and keep purchasing products and service the enterprise provides whatever the outside surroundings. These loyal customers are the main income and profit originations of enterprises. Loyal customers make the enterprise have a stable customer group, which not only enhance enterprise’s market share but also reduce the cost of enterprise’s operation and marketing. Therefore, the enterprises which have long-term loyal customers can gain more advantages over the enterprises which have both high market share and high customer draining rate. Though many a enterprise know the importance of customer loyal, they usually give customer loyal a partial understanding, and they are in the dark about how to develop and maintain loyal customers. Also, they have no idea about how to promote the customer loyalty and how to evaluate it. Without even mentioning using the result of the assessment of customer loyalty to instruct production and marketing management. Facing the keen competition situation and the poor customer loyalty management, the domestic enterprises are in bad need of the theory of customer loyalty and the instruction of the assessment of customer loyalty.On the basis of the past researches, customer loyalty drive model has been established through analyzing the factors which affects the customer loyalty. And the methods and index system about the assessment of customer loyalty are also pointed out. Moreover, using the fuzzy mathematics theory, the author constructs a comprehensive fuzzy evaluation mode to evaluate customer loyalty, and gives a concrete case on how to put this mode into practice. The aim of customer loyalty evaluation is to make enterprises aware of how many customers are their loyal customers and in what degree these customers are loyal to the enterprises. Thus, enterprises can adopt positive customer loyalty management strategies to promote the customer loyalty. Therefor, in the last part of this paper, several methods about how to cultivate loyal customers are discussed.This paper has six chapters: the first chapter is mainly about the background, the significance and the current research situation of the customer loyalty, and a thorough elaboration to the customer loyal theory system is also carried out in this chapter; in the second chapter, after analyzing the factors which affect and drive customer loyalty, the author establishes a customer loyalty drive model; in the third chapter the assessment indexes system of customer loyalty is put forward and a comprehensive fuzzy evaluation mode to evaluate customer loyalty is also established .Meantime, For better understanding ,a case study on the evaluation mode is also offered; in the fourth chapter, several strategies about customer loyalty cultivation are discussed ; and in the last chapter, the results of the whole paper is stated and the possible further studies about customer loyalty are given.The author of this paper mainly aims to point out a method on customer loyalty assessment after thoroughly analyzing the related customer loyalty theories, and put forward several effective measures on customer loyalty cultivation. The author hopes that the studies can be of some help to the operation of domestic enterprises.更多还原