基于顾客忠诚提升视角顾客合作创造与顾客导向比较研究

顾客忠诚重要性已被学者和企业管理者广泛接受,对于如何提升和维持顾客忠诚,以往的研究主要以顾客导向经营模式进行探讨,基于企业与顾客合作创造这一全新视角来研究顾客忠诚提升在中国尚属空白。这篇文章拟研究在顾客与企业角色变化环境下,传统模式企业与顾客合作创造在顾客忠诚营造方面实施的可行性比较,拟对企业战略发展做出指引。

Research on Customer Co-creation and Orientation in View of Customer Loyalty

The importance of customer loyalty have widely been accepted by scholars and practitioners.The previous researches mainly focus on customer-leading model to illustrate how to promote and maintain customer loyalty.The research,based on co-creation between corporation and customer,has not yet found at home.With the role alteration between customers and corporations,this paper aims to find out the practicability of co-creation between corporations and customers in relation to customer loyalty and how to furthe...