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品牌危机后基于互动导向对顾客保留的影响

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摘要 互动导向与企业目前所处的互动营销环境的实践要求密切相关。通过品牌,顾客和企业之间形成了彼此信任的契约关系,这种契约关系是建立在双方共同承诺的基础上。发生品牌危机后,企业要积极采取应对策略,互动导向要求企业及时与顾客进行互动,为此,从承诺的多维度进行分析以保留住顾客。
作者 肖沛榕
出处 《现代商贸工业》 2013年第18期76-78,共3页 Modern Business Trade Industry
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