摘要
客户关系管理吸收了关系营销,服务营销,消费者心理与行为学等营销观点,是当今管理领域研究的热点内容之一。主要表现在对客户满意与客户忠诚的模型研究上,适合于西方国家的宏观环境应用。客户关系管理在企业内的研究侧重于相关要素的分析,着重对企业客户满意模型的分析。本文从顾客的消费过程出发,通过对客户满意要素及其相互关系的分析,找到一种测量客户满意度的模型及评价方法,并运用该方法,给出一种提高客户忠诚度营销战略,以增强企业的营销能力和竞争优势。
Customer relationship management is one of the hot field in the research of management. It absorbs the views of relationship marketing, service marketing, customers＇ behavior psychology and so on. Now the researchers concentrate on the model of customer satisfaction and customer loyalty. The models are mainly suitable for western countries. For the application of CRM in enterprise, the research emphasizes on the factors analysis more than the research model of customer satisfaction. The paper gives a method to measure the customer satisfaction through the analysis of factors and theirs relationship based on the customers＇ purchasing. Then the marketing strategies are introduced to improve the power of marketing and competing.
出处
《价值工程》
2006年第8期70-73,共4页
Value Engineering
