网络团购的顾客忠诚培养分析

Customer Loyalty Cultivation in the Environment of Network Group Purchase

随着社会化媒体的发展,网络团购的用户数不断增加,然而,团购网站忽视顾客的体验和顾客忠诚的建立,导致顾客的满意度和忠诚度较低。从分析网络团购的顾客忠诚问题入手,主要研究和探讨网络团购过程中顾客满意、转换成本、网络环境、顾客个人特征对顾客忠诚的影响,建议团购网站通过增加顾客的满意度、提高顾客的转换成本、不断改善网络团购环境、建立完善的顾客信息系统等措施提高顾客的忠诚,以使团购网站健康稳定的发展。

With the development of media, the nun-her of network group purchase users has been increasing. However, the websites of network group purchase ignore customer experience and customer loyalty cultivation, leading to lower custoner satisfaction and customer loyalty. This article analyzes customer loyalty for network group purchase, studies customer satisfaction, switching costs, network environment, and the impact of customer＇s characteristics on customer loyalty, proposes to improve customer satisfaction, increase switching costs, improve network group purchase environment, and establish a perfect customer inforrmtion system to maintain the healthy and stable development of group purchase web-site.