摘要
顾客忠诚是建立在长期的基础之上,而服务组织必须通过一系列短期的策略来实现顾客忠诚。许多的文献致力于顾客忠诚的影响因素研究,而对维系顾客忠诚的战术性问题探讨较少。文章对顾客忠诚的内涵进行了界定,分析了实施顾客忠诚计划的前提条件,最后给出了策略性的建议。
Customer loyalty is based on the long-term effort,and service sector could carry out a series of short-term tactics to obtain customer loyalty.Many researchers concentrate on influencing factors of customer loyalty,but discuss less how to reserve the customer loyalty.This article defines the meaning of customer loyalty,analyes the prior condition of customer reservation strategy,and gives tactical suggestion finally.
出处
《华东经济管理》
2007年第4期108-110,共3页
East China Economic Management
关键词
顾客忠诚
服务组织
维系策略
customer loyalty
service organization
retention strategy
