公平理论在终端营销中的应用

Application of Equity theory in Terminal Marketing

营销中的顾客管理和企业管理中的人员管理有着相似之处,员工希望管理人员能够公平地对待他们;同样,顾客在消费和接受服务的过程中也希望享受企业及其员工给予的公平待遇。借鉴公平理论从结果和过程两个角度分析影响顾客在消费或接受服务过程中公平感知的因素,可以为增强顾客购买中公平感知和促进顾客忠诚提供一定的解决策略。

There is similarity between customer management in marketing and personnel management in business management, that the staff hopes mangers to treat them fairly ; similarly, customers also hope to enjoy fair treatment from enterprises and their employees when they consume and receive service. According to equity theory, to analyze what influence customers＇ fair perception in consuming and receiving service from the two points of view on results and process, can provide some strategies to enhance fair perception in customers purchase and customer loyalty.