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老字号企业声誉及其驱动因素、顾客忠诚研究 被引量:2

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摘要 顾客作为企业利润的直接贡献者,企业的声誉直接影响着消费者的购买决策和购买后行为;大部分老字号企业目前面临经营不善的问题,如何在消费者心中建立和维护老字号企业声誉和驱动因素,是老字号复兴面临的一大课题。本文从消费者视角对老字号声誉驱动因素和老字号声誉对顾客忠诚作用机制做了简单的分析和逻辑推导。
作者 董超 孙明贵
出处 《现代商业》 2016年第3期16-17,共2页 Modern Business
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