顾客忠诚及其有效性研究回顾与展望

Literature Review and Future Research Prospect of Customer Loyalty and Its Efficiency

顾客忠诚是顾客关系管理的重要指标之一,自20世纪40年代起,企业与学术界不断探寻提高顾客忠诚的管理方法,但顾客忠诚的有效性至今尚有很大争议。文章在系统梳理国内外文献的基础上,对顾客忠诚的内涵、顾客忠诚管理有效性、顾客忠诚与赢利性的关系等研究进行了评析,并提出了顾客忠诚与赢利性关系研究的未来展望。

Customer loyalty is one of the important indicators of customer relationship management. Since 1940s, business and academic circles is constantly seeking to enhance the customer loyalty management method, however, loyalty validity has great controversy Based on the literature review, the connotation of customer loyalty, customer loyalty management effectiveness, and relationship between customer and profit is analyzed; moreover, the future research prospect of customer loyalty and profit relationship is put forward.