客户忠诚理论的价值分析和驱动模式研究

在客户关系管理(CRM)中,客户忠诚是其基本目标。客户忠诚是一种导致消费者与品牌发生联系的态度,进而表示出来的一种由个人特征、环境和购买情景共同作用的购买行为模式。在分析客户忠诚对客户关系管理的价值,客户忠诚的度量指标和维度分类的基础上,提出了客户忠诚的满意驱动、价值驱动、双因素驱动和多因素驱动四种驱动模式以及各因素对客户忠诚的驱动机理,揭示了客户忠诚的本质,为企业客户关系管理中达到客户忠诚提供理论支持和实践方法。

The Value Analysis and Incentive Mode of Customer Loyalty Theory

Customer loyalty is an important object of customer relationship manegement(CRM),relcting the attitude that contacts between consumer and brand,showing the purchase behavior mode of personal characteristic,environment and situation.On the basis of the analysis of customer loyalty value to CRM,customer loyalty index and customer loyalty classification,the paper dicusses the four incentive modes such as customer loyalty satisfaction propelling,value propelling,both propelling and multi-propelling factors,and drive mechanism of customer loyalty,revealing the essence of customer loyalty.It offers the theoretic support and the practical method to realize customer loyalty for enterprises in CRM.