关系价值、关系质量与顾客保留的关系研究

Research on Relationship between Relationship Value,Relationship Quality and Customer Retention

企业的利润主要来源于顾客,顾客保留决定了企业未来的长期盈利能力,是一个企业成功的关键。通过探讨关系价值、关系质量与顾客保留的作用路径,得出了关系价值通过关系质量对顾客保留发生作用的结论。

Since the enterprise profits come mainly from the customers, the enterprise profit ability depends on the customer retention. This is the key to enterprises＇ success. According to the research on relationship value, relationship quality and customer retention, this paper concludes that relationship value affects customer retention via relationship quality.