试析客户忠诚创造价值

摘  要

本文主要运用了管理学和经济学的相关知识，对客户忠诚的相关理论以及客户忠诚如何创造价值进行了探讨。首先分析客户忠诚内涵：客户忠诚是客户信任和依赖企业产品和服务并用行动表现出来的一种情感；其次分析客户忠诚的影响因素有：客户满意、客户愉悦度、客户信赖度、和客户感知价值。然后分析了客户忠诚创造的价值有：增加企业的收入、减少开发新客户的成本和降低了企业促销活动的成本。最后以飞宇天下国际旅行社为例分析了客户忠诚如何给企业创造价值，总结出，客户是否忠诚对于企业在激烈的市场竞争中能否实现利益的增加有着重要作用，企业想要不断的增加收益只有不断地提高客户对企业产品和服务的满意度，给客户创造高于客户期望的价值才能使客户真正忠诚于企业，为企业创造更多的价值。

关键词： 客户忠诚 创造价值 客户满意  

          Abstract

    This paper mainly use the relevant knowledge of management and economics, the related theory of customer loyalty and customer loyalty, how to create value are discussed in this paper. First analysis of the connotation of customer loyalty, customer loyalty is customer trust and rely on enterprise's products and services and action of a kind of feelings; Secondly analyses the influence factors of customer loyalty are: valence, customer trust, customer satisfaction, customer, and customer perceived value. Then analyzed the value of customer loyalty to create are: increase the income of enterprises, reduce the cost of developing new customers and reduce the cost of the enterprise sales promotion activity. Finally unisoft world international travel agency as an example to analyze the customer loyalty to create value for enterprise, concluded that customer loyalty to enterprises in the fierce market competition can maximize interests plays an important role, enterprise want to constantly increase income only by constantly improve the customer satisfaction of products and services to enterprises, to customers to create higher than the value of customer expectations to make the customer loyalty to the enterprise, truly for the enterprise to create more value.

  

[Key words]  Customer loyalty  Customer satisfaction To create value

Competition in the market

目 录

一、前言1

（一）选题背景1

（二）国内外研究状况1

（三）客户忠诚的意义2

二、客户忠诚的概述3

(一)客户忠诚的内涵3

（二）客户忠诚的特征3

（三）客户忠诚的分类3

（四）客户忠诚的影响因素4

三、客户忠诚创造价值6

（一）增加企业的收入6

（二）减少开发新客户的成本6

（三）降低了企业促销活动的成本6

（四）良好的口碑和企业形象6

四、飞宇天下国际旅行社案例7

(一)公司简介7

（二）客户忠诚创造价值分析7

结 论8