顾客忠诚的进化机理研究

顾客忠诚是近年来国内外理论研究的一个重要课题。本文在对已有的顾客忠诚定义和驱动机理研究进行系统分析的基础上,对顾客忠诚的进化机理进行深入的探讨,并以此构建一个合理的进化模型,认为必须依次经过满意、行为忠诚、态度忠诚,最终才能达到可持续忠诚,从而为企业正确衡量顾客忠诚并制定顾客关系管理策略提供帮助。

Customer loyalty is an important subject of theoretical research at home and abroad in recent years.Based on the systematical analysis on the present definition of customer loyalty and action mechanism,this paper makes a deep discussion about the evolutionary mechanism of customer loyalty and thus builds a rational evolutionary model.The paper believes that customer loyalty must orderly go through satisfaction,behavior loyalty,and attitude loyalty to achieve sustainable loyalty finally,which helps enterprises measure customer loyalty and make the strategies of customer relationship management in right approaches.