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企业营销道德建设对顾客忠诚度的影响

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摘要 企业营销道德建设就是企业以道德营销为指导原则,在营销过程中,不将完成营销业绩作为最高目标,而将消费者福利、社会福利等与企业利益联系在一起的道德建设行为。这种行为有助于提高顾客满意度,增强顾客对企业的情感承诺,促进行为忠诚和态度忠诚。
作者 李吉艳
出处 《晋中学院学报》 2014年第4期58-60,共3页 Journal of Jinzhong University
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