顾客忠诚的价值分析及提升策略探讨

Value of customer loyalty and strategy to enhance it

企业处在激烈的市场竞争中,建立并提升顾客忠诚可以保持本企业的市场竞争力。顾客忠诚是一个多层次涵义的概念,忠诚顾客能为企业带来现实的与潜在的价值,影响顾客忠诚建立的驱动因素主要包括:产品质量、顾客让渡价值、顾客信任、顾客满意、转移成本等,从顾客忠诚建立的驱动因素入手,建立和提升顾客忠诚的途径可以归纳为:提高产品和服务质量,提升顾客满意度;推行顾客价值管理以增强顾客忠诚;增强顾客的信任巩固顾客忠诚;提高转移成本留住顾客忠诚等策略。

Establishing and enhancing customer loyalty helps to maintain market competition capability of enterprises,Customer loyalty is a concept with more than one implication.Loyal customers will bring realistic and potential value to the enterprise.The driving factors of establishing customer loyalty include product quality,customer delivered value,customer trust,customer satisfaction, transfer cost and so on.The strategies of establishing customer loyalty include improving the quality of product and service,implementing managing of customer value,building up customer trust and increasing transfer cost.