基于服务营销的顾客忠诚度研究

Study on Customer Loyalty to Services Marketing

顾客忠诚度是营销管理领域的一个重要课题。服务营销具有区别于传统的有形产品营销的特殊性,仅仅依靠传统的营销手段,难以完全应对和解决服务营销中顾客忠诚度方面的问题。基于此,分析了信任度、满意度、品牌影响度、转换成本和替代者吸引力等服务营销中顾客忠诚度的特定影响因素,提出通过了解顾客真实期望、选择正确的服务设计和服务标准、按服务的设计标准传递服务以及加强服务提供商与顾客的有效沟通等针对性营销策略,弥合顾客服务期望与服务感知的差距,有效提升服务营销中的顾客忠诚度。

Customer loyalty is an important issue in the field of services marketing. Services marketing has its own special characteristics being different from traditional product marketing, the methods of which can not solve the problems of services marketing concerning customer loyalty. The essay, in view of the specialty of services marketing, analyses such influential factors to customer loyalty as customer trust, customer satisfaction, brand effect, cost transfer and substitute＇ s attraction, and proposes such sales strategies as understanding customer＇ s expectation, designing proper service project and standards, providing service to the standards and ensuring dialogues between customer and services marketing provider, so as to fill the gap between the customer expectation for and experience of service and thus raise customer loyalty in services marketing.