论网络信息环境下的顾客忠诚管理

Customer loyalty management in network information environment

随着网络信息环境的形成和发展,顾客忠诚受到企业的倍加重视,企业只有充分识别顾客忠诚的决定因素并进行有效的管理,才能获得持续竞争优势。首先阐述了网络信息环境下顾客忠诚作用的变化以及对顾客忠诚的决定因素的分析,最后提出了有关顾客忠诚管理的建议。

With the generation and development of network information environment,enterprises attach greater importance to customer loyalty.Only if enterprises adequately identify the determinants of customer loyalty and manage them effectively,can continual competitive advantage be acquired.In this paper,the author firstly illustrates the changes of the function of customer loyalty in network information environment and analyzes the determinants of customer loyalty;lastly,some advice on customer loyalty management has been put forward.