浅谈顾客忠诚度管理

On Customer Loyalty Management

培育顾客的忠诚感是许多企业追求的目标。许多企业把提高顾客满意程度作为培育顾客忠诚的唯一途径。然而,有些管理人员发现满意的顾客并不一定对企业忠诚。本文在论述顾客满意度与忠诚度之间的关系的基础上,提出企业实施顾客忠诚度管理的几项建议。

Customer loyalty is goal of many firms. Lots of companies regard improving customer satisfaction as the most important way to cultivate customer loyalty. However, some managers realize that satisfied customer may not be loyal. The author discussed neglected relationship between customer satisfaction and loyalty, and gave some advices on customer loyalty management.