| 顾客满意与顾客忠诚的关系研究 |
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| 引用本文： | 顾巍,范贵华,唐华.顾客满意与顾客忠诚的关系研究[J].软科学,2004,18(5):22-25. |
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| 作者姓名： | 顾巍 范贵华 唐华 |
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| 作者单位： | 西南财经大学,研究生部,成都,610074 |
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| 摘 要： | 顾客满意是顾客期望价值与顾客感知价值的函数,顾客忠诚则可以区分为理想忠诚和约束忠诚;在约束条件下,根据约束因素的强弱,顾客满意和顾客忠诚表现出完全无关或弱相关关系;而在充分竞争的市场环境下,当顾客满意度超过了一定的不敏感区后,二者表现出强相关关系;实际上企业之间的竞争是满意度之间的竞争,谁让顾客更满意,谁就能赢得顾客的忠诚。
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| 关 键 词： | 顾客满意 顾客忠诚 约束条件 |
| 文章编号： | 1001-8409(2004)05-0022-04 |
Study on Customer Satisfaction and Customer Loyalty |
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| GU Wei,FAN Gui-hua,TANG Hua.Study on Customer Satisfaction and Customer Loyalty[J].Soft Science,2004,18(5):22-25. |
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| Authors: | GU Wei FAN Gui-hua TANG Hua |
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| Abstract: | Customer satisfaction is the function of customer expected value and customer perceived value. Customer loyalty can be divided into ideal loyalty and restraining loyalty. In restraining condition, according to the size of restraining factor, customer satisfaction seems to have nothing to do with customer loyalty or the relationship is weak. In the market environment of complete competition, when customer satisfaction surpasses the size of insensitiveness, the relationship between them becomes strong. In fact, the competition among enterprises is the competition of satisfaction. Who makes customer more satisfied, who will win customer's loyalty. |
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| Keywords: | customer satisfaction customer loyalty restraining factor |
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