今麦郎集团顾客满意度与顾客忠诚度实证研究（本科毕业论文）.docVIP

本 科 毕 业 论 文 题目：今麦郎集团顾客满意度与顾客忠诚度实证研究 学院： 专业： 姓名： 学号： 指导老师: Research on Michael Lang this group the relationship between customer satisfaction and customer loyalty Abstract The customer loyalty is increasingly chasing business. In traditional marketing textbooks, cultivate customer loyalty is the most effective means of customer satisfaction, customer loyalty schemes in many customer satisfaction are designed as the center. However, the practical the conclusion is not true, customer satisfaction does not necessarily bring about corresponding to the enterprise customer loyalty. Therefore, the need to reexamine this relationship between the two. In this paper, empirical research methods to be adopted, first identified from the theory of customer satisfaction and the nature of loyalty and distinguish between different types of satisfaction and loyalty. And then to study the relationship between the two. The result of that, customer satisfaction, customer loyalty is a necessary but not sufficient condition, with the increase in satisfaction customers tend to be more loyal, but non-linear relationship. in accordance with the conclusion of the study, business plan development of customer loyalty, first of all, for different types of customer loyalty should be to adopt a different strategy; Second, enterprises should be committed to let the customer very satisfied , rather than simply the pursuit of customer satisfaction ; Finally, in addition to improving customer satisfaction, the enterprise should also create other conditions for customers to obtain real customer loyalty. Keywords: Customer satisfaction; Customer Loyalty Marketing; Michael Lang 摘 要 顾客忠诚日益受到企业的追逐，在传统的营销学教科书中,培育顾客忠诚的最有效手段是让顾客满意,许多顾客忠诚计划都是以顾客满意为中心而设计的。然而,实务界所得出的结论却并非如此,顾客满意并不必然给企业带来相应的顾客忠诚。 因此,需要重新审视这两者之间的关系。 本文采用实证研究方法,首先从理论上鉴定顾客满意和顾客忠诚的本质,并区分不同的满意程度和忠诚类型。然后,研究了这两者之间的对应关系。结果认为,顾客满意是顾客忠诚的必要条件而不是充分条件,随着满意程度的提高,顾客会更加趋向于忠诚,但并非线性关系. 根据研究的结论,企业制定顾客忠诚计划时,首先,对于不同忠诚类型的顾客,应该采取不同的策略；其次,企业应该致力于“让顾客非常满意”,而非简单地追