零售附加服务——建立零售业顾客忠诚的新途径

Additional Retail Service——The New Approach to Set up the Customer Loyalty on the Retail Trade

忠诚顾客为零售企业带来大量利润,并减低企业的营销成本,然而通过传统的顾客满意战略(CS)来实现顾客忠诚已受到了挑战,新兴的思想是通过对顾客开展"零售附加服务"来引起顾客的愉悦和对商店的偏爱,以提高顾客的忠诚度。通过论述零售业开展"零售附加服务"的必要性和价值,为零售企业的营销实践提供指导。

Loyal customers bring substantial profits for retail enterprises, and reduce the marketing costs, but to achieve customer loyalty by the traditional strategies has been challenged, the new idea is carrying out ＂additional retail services＂ to arouse the customer＇s pleasure and the preferences to the store, then to enhance customer loyalty. In this paper, the author sets forth on the necessity and value on carrying out ＂additional retail services＂ for the retail enterprises, how to carry out ＂additional retail sei＇vices＂, which provide the guidance to the marketing practice.