基于顾客价值的服务企业顾客忠诚管理探析

Analysis on Value-Based Customer Loyalty Management for Service Enterprises

在日趋激烈的市场竞争环境中 ,顾客忠诚是服务企业获取利润和持续竞争优势的源泉 ,而顾客价值则是顾客忠诚的关键驱动力。要提升服务企业顾客忠诚度 ,就必须注重顾客知识获取 ,准确量化顾客价值 。

In the increasingly harsh market competition environment, customer loyalty is the headspring of profit and sustained competitive advantage for enterprises and customer value is the key driving force to customer loyalty. This paper analyzes the relationship between customer loyalty and profit-earning ability of the service enterprises. And the relationship between customer value and customer loyalty is analyzed deeply also. Furthermore, several management strategies and suggestions about how to carry out customer loyalty management in service enterprises on the basis of the theory of customer value are put forward.