市场营销论文2安岳柠檬.doc

浅析服务型企业如何保持和提高顾客忠诚度 摘要：在日益激烈的市场竞争中，企业的生存和发展越加困难。顾客是服务型企业生存和发展的根本，忠诚的客户是企业最为宝贵的财富，从某中意义上来，说顾客忠诚度是企业的灵魂。提高顾客忠诚度能给企业带来增加收入提高业绩、降低成本等许多意义。在提高顾客忠诚度的时候需要去研究影响企业顾客忠诚度的各种因素，同时还要避免在这些过程中存在的误区和陷阱，进而找到提高顾客忠诚度的方法途径。本文将通过文案调查法、定性调查法以及问卷调查的方法以沃尔玛超市为例通过影响顾客忠诚度的因素以及一些陷阱和误区进行分析，然后找到提高顾客忠诚度的方法和建议。 关键词：顾客忠诚度；沃尔玛；方法 How to maintain and improve customer loyalty in service enterprises Author: Wang Fangqiang （The Dujiangyan campus of the Sichuan Agricultural Uniersity business school, majoring in marketing, Tutor: Professor Gong Lihong Abstract: in the increasingly fierce market competition, the survival and development of enterprises more difficult. The customer is fundamental for the survival and development of service enterprises, customer loyalty is the most valuable wealth, up from a meaning, that customer loyalty is the soul of an enterprise. Improve customer loyalty can bring the enterprise to improve performance, increase income and reduce the cost of many significance. To study the influence of various factors of enterprise customer loyalty in improving customer loyalty, but also to avoid misunderstandings and traps exist in these processes, and find ways to improve customer loyalty. This paper will copy survey, qualitative investigation method and questionnaire survey method to WAL-MART supermarket as an example through the factors affecting customer loyalty as well as some pitfalls and error analysis, and then find the methods and proposals to improve customer loyalty Keywords: customer loyalty; significance; influencing factors; errors and trap; methods and ways 1引言 顾客忠诚度是指顾客忠诚的程度，是一个量化的概念。顾客忠诚度是指价格、服务、质量等诸多因素的影响从而使顾客对某一特定产品或服务产生感情并使顾客长期重复和购买该产品和服务。 随着经济的不断发展，以服务型企业为主的第三产业占据了经济的主导地位并且在不断的上升，我国目前正在大力发展和支持服务业的发展。顾客是服务业生存和发展的根本，没有顾客企业就失去了生存的土壤，获取新顾客留住老顾客是服务业生存和发展的保障，有了忠诚的顾客企业才能健康持续的发展，忠诚的顾客是企业最为宝贵的财富；甚至从某种意义上来说，顾客忠诚度就是服务业的灵魂。因此本文将通过提高顾客忠诚度对服务型企业的意义的阐述来说明顾客忠诚度的重要性，同时以沃尔玛超市为例，通过对影响企业顾客忠诚度的因素和在提高顾客忠诚度的过程中会遇到的误区和陷阱进行分析，进而找到提高服务型企业顾客忠诚度的有效的途径和方法。 2文献综述 2.1顾客忠