关系价值诉求与客户关系提升

Relationship Value Appeal and Enhancement of Customer Relationship

产品和服务分为特性诉求、体验诉求和价值诉求。每种诉求在客户感知、体验和价值影响度,以及在客户关系建立、维护和提升中所起到的作用各不相同。特性诉求是吸引新的客户,建立初步客户关系阶段的核心要素;体验诉求是维持和考验客户关系保持阶段的核心要素;价值诉求则是建立长期客户关系,提高客户忠诚度的客户关系提升阶段的核心要素。

Product and service have feature appeal, experience appeal and value appeal, each of which plays various roles in the customers feeling, experience and the degree of influence on value as well as the establishment, maintenance and enhancement of customer relationship. According to this paper, feature appeal is the key factor at the initial stage to attract new customers and establish customer relationship. Experience appeal is the key factor at the stage of maintenance to keep and test customer relationship. Value appeal is the key factor at the stage of enhancement to establish long-term customer relationship and heighten the loyalty of customer.