顾客忠诚的内涵及其提高途径

从态度取向和行为取向两个维度可以把顾客忠诚细分为四类,广义的顾客忠诚内涵包括理想忠诚和约束忠诚,狭义的顾客忠诚则只包括理想忠诚;拥有一批忠诚的顾客是企业生存发展的根本,因此,企业应该从识别忠诚的顾客、培养忠诚的员工、提供优质的服务、加强顾客关系管理和处理好顾客抱怨等途径来获得和维系顾客忠诚。

The Connotation of Customer Loyalty and the Means of Improvement

Customer loyalty can be divided into four types according to attitude and behavior.In a broad sense' customer loyalty includes ideal loyalty and restraining loyalty,while in a narrow sense' it only includes ideal loyalty.To an enterprise it is essential to possess their own loyal customers for existence and development.Accordingly,enterprise should win and maintain loyal customers by means of identifying loyal customers,cultivating loyal employees,providing excellent service,strengthening the relationship with customers,and dealing with the complaint of customers promptly.