【作者】 周静；

【导师】 吴小艳；

【作者基本信息】 武汉理工大学 ， 企业管理， 2013， 硕士

【摘要】 企业顾客忠诚度的提升需要营销伦理的支撑,通过将企业顾客忠诚度营销伦理化,可以在很大程度上提高企业的形象、产品质量和顾客满意度。本文的重点从探索营销伦理与企业顾客忠诚度之间的关系,如何从营销伦理的角度来提升企业顾客忠诚度两个方面进行研究。本文共分为六章：第一章主要介绍了论文的研究目的和意义、研究内容和方法,以及营销伦理、顾客忠诚度的国内外研究现状。第二章主要介绍了营销伦理和顾客忠诚度的理论基础。在文献查阅的基础上,给出了明确的营销伦理和顾客忠诚度定义,提出了顾客忠诚度的影响因素和衡量指标。第三章主要明确了营销伦理影响企业顾客忠诚度的四个方面。分析了目前企业顾客忠诚度受损的现状,提出了企业顾客忠诚度中营销伦理缺失的具体表现,为实证分析中模型的构建打下基础。第四章主要是基于营销伦理的企业顾客忠诚度实证分析,首先建立模型,通过调机械师问卷收集数据,然后运用SPSS17进行信度效度检验、描述性统计分析及相关性分析,得出了营销伦理的4个因子与企业顾客忠诚度之间呈正相关关系的实证分析结论。第五章在第三章和第四章的分析基础上,通过加强营销伦理的外部建设和内部建设两个方面来提升企业顾客忠诚度,本章重点强调了内部和外部建设的协同作用,只有同时实施才能达到最好的效果。第六章为全文总结和研究展望,主要是总结本文已作的研究工作,归纳本文的创新点,并提出未来的研究展望。本文将重点研究营销伦理对企业顾客忠诚度的影响,提出基于营销伦理的企业顾客忠诚度提升策略,其指导意义仍需企业实践验证。更多还原

【Abstract】 The enterprise customer loyalty promotion needs the support of the marketing ethics.Through the ethical corporate customer loyalty, you can greatly improve the corporate image, the customer satisfaction and the customer value. This thesis focuses on exploring the relationship between the ethics and the corporate customer loyalty, how to enhance and maintain the corporate customer loyalty from the point of the marketing ethics.The first chapter introduces the thesis research purpose, significance, research contents and methods, marketing ethics, research current situation of the customer loyalty.The second chapter introduces the ethics and loyalty marketing theory. Based on the literature review, it provides clear definitions of the marketing ethics and the customer loyalty, presents the influencing factors and metrics.The third chapter mainly clears the impact of marketing ethics on the enterprise customer loyalty. It analysis of the current status of corporate loyalty damaged, proposes the specific performance in the lack of marketing ethics of corporate loyalty, points out the marketing ethics had an impact on the enterprise customer loyalty,it is the foundation for the construction of the models in the empirical analysis.The fourth chapter is the empirical analysis of corporate loyalty.Firstly, it builds models, collects data through the questionnaires, and then carries out SPSS17for the validity and reliability test, descriptive statistical analysis and correlation analysis, then obtains the four factors of marketing ethics have a positive correlation between corporate loyalty through the empirical analysis conclusions.Chapter V enhances customer loyalty, based on the analysis of Chapters III and IV, by strengthening the construction external and internal construction of the marketing ethics.This chapter focuses on the internal and external construction synergies, implementing simultaneously in order to achieve the best results.Chapter VI contains the summary and the research prospects the thesis, summaries the research work which has been, the innovation of the thesis, and proposes the future research prospects. This thesis will focus on the impact of the marketing ethics on the corporate customer loyalty, proposing the methods and ideas of the promotion of customer loyalty based on the marketing ethics,and the significance still need to prove.更多还原