顾客转换障碍的内涵及其在营销中的应用

随着竞争的日趋激烈,吸引新顾客的成本越来越高,企业为了保留顾客不仅要管理好顾客满意度,同时也要重视转换障碍。转换障碍是指顾客在转换产品或服务提供者时所遭遇到的这种困难和成本的支出,转换障碍可以分为正面转换障碍和负面转换障碍,正面转换障碍反映的是顾客主动保留在主顾关系中,而负面转换障碍反映的是顾客被动保留在主顾关系中。转换障碍在保留顾客计划中具有非常重要的意义。

Customer Switching Barriers'''' Implication and Application in Marketing

With the intense competition and the increased cost of attracting new customers,companies are more focusing their efforts on customer satisfaction and switching barriers.Switching barrier can be defined as any factor which makes it difficult or costly for consumers to change providers.Switching barriers include two facters:positive and negative switching barriers.Positive switching barriers are related to wanting to be in a relationship,and negative switching barriers reflecting having to be in a relationship.Switching Barriers would play a very important role in the customer retention process.