顾客忠诚度的影响因素以电动车行业为例 大学论文.doc

目 录 中文摘要……………………………………………………………… 2 英文摘要……………………………………………………………… 3 引言 5 1.顾客忠诚度的内涵 6 1.1 顾客忠诚度的含义 6 1.2 顾客忠诚度的主要影响因素 6 1.3 研究顾客忠诚度对于电动车营销的的意义 6 2.电动车行业的顾客忠诚度调查分析 7 2.1 问卷调查 7 2.1.1 问卷设计 7 2.1.2 调查方法及样本构成 8 2.2 调查数据分析 8 2.2.1 调查结论 8 2.2.2 调查结果分析 8 3.结论--- 关于提升顾客忠诚度的思考 13 3.1 滋养顾客忠诚度的因素 13 3.2 关于提升顾客忠诚度的方法和策略 14 参考文献 15 致谢…………………………………………………………………… 16 顾客忠诚度的影响因素 ---以电动车行业为例 摘 要: 彼得·德鲁克就曾说：顾客忠诚度是考量品牌利润的中心，争取一位新顾客所花成本是维系一位老顾客的6倍；帕累托著名的“二八法则”：企业营业收入的80％是来自20％的顾客。也就是说，如果能对这部分顾客提供更有针对性的服务，提高顾客的满意度，他们就更有可能成为公司的忠诚顾客从而持续不断地为公司创造利润等等。电动车现如今已成为人们外出办事的常用代步工具，因此对于电动车行业培养顾客忠诚度意义重大。根据前人的研究成果，我们总结出影响顾客忠诚度的三大变量：顾客满意度、顾客信任度和顾客个人特征。并经过调查研究分析，得出他们都是相互正向影响。 关键字：顾客忠诚 顾客满意度 顾客信任度 顾客个人特征 电动车 正向影响 The influenced factors of customer loyalty ---take electronic bike as example Abstract: Peter·Drucker once said that, The customer loyalty is considered as the center of the brand profit, and it spends six times the cost achieving new customers than maintaining the old ones ; Pareto famous “2/8 principles”: The 80% of the enterprise business income comes from 20% of customers. In other words, if you can provide to this part of customers the pointed service, it can enhance the customers degree of satisfaction. Thus they have the loyal customers who to the possibility can for the company create profit and so on continually. The electronic bike nowadays has become the common used riding instead of walking. Therefore raising customers’ loyalty has the important implication. According to the predecessors research results, we summarize three big variables affects the customer loyalty: customer degree of satisfaction, customer confidence level and customer individual characteristic. And by the process of investigation and study analysis, we obtain they are all positive correlation mutually. Key words: customer loyalty customers’ degree of satisfaction customer confidence level customer individual characteristic electric car positive correlation 引言 我国