影响顾客忠诚度因素分析

本科毕业论文（设计）

影响顾客忠诚度因素分析

系部名称：工商与公共管理 专业名称：市场营销 学生姓名：闫振栋 学 号：2011304227 指导教师：赵向华

二〇一五年六月

BACHELOR'S DEGREE THESIS

OF CISAU

Affects the Customer Loyalty Factor

Analysis

College ：Department of Business and Public Management Subject ：Marketing Name ：Yan Zhendong Number ：2011304227 Director ：Zhao Xianghua

June 2015

郑 重 申 明

本人呈交的学位论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本学位论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本学位论文的知识产权归属于培养单位。

本人签名： 日期：

摘 要

随着21世纪区域经济一体化与世界经济全球化的不断深化,企业竞争环境正在经历前所未有动荡和变化。市场营销领域也在开始了一项新的变革，如何留住老顾客、发展新顾客成为当今企业不得不面临的一个难题。所以，在培养顾客忠诚度的前提下，企业才能在激烈的市场环境竞争中站稳脚跟。因此,企业必须在制定发展战略时把顾客忠诚度考虑进来，从而使企业能够健康稳定的发展下去。同时，由于企业竞争环境发生了前所未有的深刻变化，人们对物质生活和精神生活的需求越来越高，市场竞争变得更加激烈，市场营销也在进行着一场新的革命。人们越来越多的把关注的焦点集中在顾客忠诚度上，从而能够为企业的发展带来的巨大变化；企业立于不败之地的根基就是在如何留住老顾客的同时发展新顾客。因此，本文将从顾客忠诚度的内涵、特征、分类、发展问题及影响顾客忠诚度的因素等方面来分析顾客忠诚度，并对现阶段如何提高和维护顾客忠诚度提出自己的一些意见和建议，为企业能够在有效的制定和实施各种顾客管理策略时提供参考。

关键词：顾客忠诚度；企业品牌；服务质量；顾客信任

ABSTRACT

With the further deepening of regional economic integration with the world economy in the 21st century of globalization, competitive environment is undergoing unprecedented upheaval and change. The marketing sector is also beginning a new revolution, how to keep old customers and develop new customer becomes a challenge facing today's businesses have to. So cultivate customer loyalty becomes deciding whether a firm foothold in the highly competitive market environment conditions. So, it must in the formulation of development strategies must be taken into account to customer loyalty, enabling businesses to develop healthy and stable. Meanwhile, the competitive environment has undergone unprecedented and profound changes in the demand for the material and spiritual life of the increasingly high, the market competition becomes more intense, marketing is also engaged in a new revolution. People more and more the focus of attention focused on customer loyalty, so great changes can bring to the development of enterprises, and enterprises to be invincible foundation is in how to keep old customers while developing new customers . This, this article will respect the meaning of loyalty, characteristics, classification, development issues and factors that affect customer loyalty and so on to analyze customer loyalty, and how to improve and maintain customer loyalty at this stage to put forward some suggestions and suggestions and provide a reference for enterprises to develop and implement an effective customer management strategies at the time.

Key Words:quality of service; loyalty; corporate brand customer trust

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