Study of Service Innovation Strategy Based on Customer Loyalty

摘要：

Customer contact is a vital part in service marketing activities, which is decided by the characteristic of participation of service. According to this, the service firms innovation activity should think improving customer loyalty as objective. The paper pointed out and analyzed some innovation strategies based on the two-dimension concept of customer loyalty advanced by Dick and Basu in 1994. At last, the choices were concluded correspondingly for service firms.

关键词： Customer loyalty Service innovation Strategic mode

作者: PEI Shuyuan

作者单位: Business School, Tianjin University of Commerce, Tianjin, China, 300134

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 347-350

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）