关于中国移动通信客户忠诚度的研究要点.pdf

关于中国移动通信客户忠诚度的研究 摘 要 消费的日益成熟以及市场竞争的日益激烈，产品的同质化和价格战愈演愈 烈。在较长一段时间内对企业的产品或服务保持悬着偏好与重复性购买高的忠诚 度顾客不仅能给企业带来高额的利润， 还可以帮助企业降低成本赢得核心竞争优 势。企业经营过程中的顾客满意、客户抱怨、企业形象、转换成本因素直接或间 接的影响顾客对企业的忠诚度。 而企业如何通过制定合理的营销策略来提高客户 忠诚度？本文采用定性分析的方法并以中国移动通信集团为例， 从企业经营的顾 客满意、客户抱怨、企业形象、转换成本来讨论中国移动通信的客户忠诚度，分 析其影响因素对其客户忠诚的影响，对其存在的问题进行分析并提出解决方案。 【关键字】 中国移动通信 客户忠诚 影响因素 I Abstract Consumption is increasingly mature and the increasingly fierce market competition, product homogeneity and price war grows in intensity. To maintain the companys products or services in a longer period of time hanging preference and repeat purchase high customer loyalty not only can bring high profits, but also can help the enterprise to reduce the cost to win the core competitive advantage . The business process customer satisfaction、 customer complaints、corporate image、 switching cost factors directly or indirectly affect customer loyalty. While the enterprises how to establish reasonable marketing strategy to improve customer loyalty? This paper adopts the method of qualitative analysis and with the China mobile communication group as an example, from the business customer satisfaction, customer complaints, corporate image, into China mobile communication customer loyalty was discussed, and analyzed the influence factors on the customer loyalty, analyze the existing problems and proposed solutions. 【Keywords】 China Mobile customer loyalty infiuence factor II 目录 第一章 绪论 1