基于手段—目的链的顾客忠诚影响要素研究——以大学生信用卡为例

Research on Influential Factors on Customer Loyalty Based on Means-End Chain——Taking Credit Cards of College Students as an Example

根据"二八法则",企业80%的利润来源于20%的忠诚顾客,所以在当前市场竞争压力加大的前提下,制定与实施忠诚顾客的管理策略,为顾客提供综合性、差异性的产品或服务,履行高度的顾客承诺是企业保持与顾客长期、双向互动和获得利润的重要保障。随着企业的市场营销方式从注重交易向注重关系转变,顾客忠诚的形成成为顾客关系管理理论研究广泛关注的焦点问题。

According to two to eight law,eighty percent profit of an enterprise comes from twenty percent loyal customers,as a result,the important guarantee for an enterprise to keep long-run,mutual interaction and profit harvest relation between the enterprise and customers is to make and implement management plans welcomed by loyal customers,to provide customers with comprehensive and idiosyncratic products or service,and to implement high-level promise to the customers under the premise of increasing pressure of market competition.With the change of marketing methods from emphasizing transaction to highlighting relation,the formation of customer loyalty becomes the extensively focused issue for studying customer relation management.