A Study on the Measurement and Application of Customer Loyalty
With more intense competitions and increasing customer acquisition costs, more and more enterprises begin to devoted more effort to grow and maintain loyal customer groups in order to win the competitions. So, proposing and executing customer loyalty management strategy is very import for enterprises to maintain long-term relationship with customers. A lots study show providing comprehensive and differentiated services to fulfill customers need is an important factor to improve customer relationship management level. This paper first analyses factors influencing customer loyalty and develops a conceptual customer loyalty model; then develope a customer loyalty measurement model; at last, develope a closed-loop dynamic and integrated customer loyalty management system. This study can help enterprises impove its customer loyalty management level.
Customer relationship management Customer loyalty Measurement model Introduction
Yuan Shengjun Zhao Xiangzhong Qiu Chongzhi Yuan Shengjun
School of Business Guilin Universiy of Electronic Technology Guilin,China Guanghua School of Management,Peking University Beijing,China
国际会议
昆明
英文
179-181
2010-10-17（万方平台首次上网日期，不代表论文的发表时间）