客户满意和客户忠诚的概念比较与营销实践

On Customers' Satisfaction and Customers' Loyalty and the Application of the Two Concepts to Marketing Practice

客户满意和客户忠诚是一对相互关联的概念,但两个概念有着明显的不同。本文认为,在企业营销实践中,正确处理两者之间的关系应把握三个原则:一是与战略协调一致,二是批准客户满意和客户忠诚的结合点,三是针对不同的客户采取不同的策略。为实施客户满意与客户忠诚管理,我国企业必须由被动追求客户满意变为主动追求客户忠诚;保持长期客户利益导向与竞争者导向间的平衡;谨慎实施客户忠诚购买行为;适当关照长期忠诚客户,避免其转化成不忠诚客户;进行客户关系管理;塑造客户精神忠诚。

The author points out at the beginning of the paper that although related to each other, 'customers'satisfaction' and 'customers' loyalty' are different.Then the author suggests that three principles should be followed in correctly handling the relation between the two concepts:first,being in harmonious with the strategy.Second, finding out the conjunction between the two concepts.Third,applying different tactics to different customers.Finally,the author gives his idea on how to practice the customers' satisfaction management and customers' loyalty management, which includes seeking actively the customers' loyalty,putting into effect the CRM,and so on.