论企业营销工作中的顾客满意和顾客忠诚

Customer's Satisfaction and Customer Loyalty in Business Marketing

文章阐明了顾客满意与顾客忠诚这二个不同概念的内涵,对顾客满意与忠诚二者间的关系进行了论述,并对怎样提高顾客满意度,培养忠诚感进行了探讨;指出顾客满意不等于顾客忠诚,而是实现顾客忠诚的一个有效途径,认为顾客满意只是顾客忠诚的前提,顾客忠诚才是结果。提出了营销的关键就是怎样使顾客从满意到忠诚。

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