湖南化工职业技术学院毕业论文提高顾客忠诚度的意义与对策研究学生姓名：XX学号：XXXXXXXXXXX专业班级：市场营销10XX指导老师：XXX2012年11月X日提高顾客忠诚度的意义对策研究摘要客户忠诚度是企业营销工作中对客户进行管理必须关注的重要因素。忠诚客户对企业来说意味着具有长期稳定增长的销售额、较低的营销成本以及持续上升的利润。企业要保持和开拓产品的市场份额，需要通过重视客户投诉、改善产品质量和提高服务水平、完善客户关系管理等途径，不断提升客户的忠诚度。但是品牌要想长久地立于不败之地，关键在于提升顾客忠诚度，赢得消费者的信任和支持。只有深刻理解顾客忠诚度的内涵，才能消除认识上的误区，以利于企业制定正确的营销战略，更合理地配置资源，最终实现企业利润的最大化。认识到顾客忠诚度对企业发展的重要性，本文着重分析了顾客忠诚度的评价标准和影响顾客忠诚度的因素,并指出了提高顾客忠诚度的对策；包括怎样增强与顾客的沟通，建立良好的顾客关系和提高产品服务质量及顾客满意度，在文中所提出的对策重在应以消费者需求为中心，满足顾客需求从而加强有效沟通，提高服务水准为塑造良好的企业形象奠定基础。关键字：顾客忠诚度影响因素对策ThesignificanceofimprovingcustomerloyaltycountermeasureresearchAbstractCustomerloyaltyisanimportantfactortowhichattentionmustbepaidinenterprises'marketingwork.Loyalcustomers,foranenterprise,meanasteadygrowthofsalesinlongrun,lowermarketingcostandincreasingprofit.Tokeepanddeveloptheproduct'smarketshare,enterprisesneedtoemphasizecustomers'complaints,improveproductqualityandtheservicelevel,aswellasthewayofcustomerrelationshipmanagement,soastoconstantlyenhancethecustomerloyalty.Ifanenterprisewantsthebrandtobeinanimpregnablepositionforalongtime,thekeyistoimprovecustomerloyalty,thatis,winthetrustandsupport.Onlyunderstandtheconnotationofcustomerloyaltywilliteliminatemisunderstandingsonconceptandhelpenterpriseformulatecorrectmarketingstrategy,takeadvantageofresources,andmakethemaximizationofenterpriseprofit.Therefore,inthispaper,accordingtotheparticularimportanceofthecustomerloyaltytoacompany'sdevelopment,Ianalyzedthecustomerloyalty'sevaluationstandardandinfluencefactors,andputforwardthecountermeasurestoimprovecustomerloyalty.Includehowtoenhancethecommunicationwithcustomers,andbuildupgoodrelationshipwithcustomersandimproveproductservicequalityandcustomersatisfaction,thispaperfocusesonshouldwithconsumerdemandasthecenter,tomeetcustomerdemandsoastostrengthentheeffectivecommunication,improvetheservicelevelforshapingagoodcorporateimagelaythefoundation.Keywords:Influencefactorscustomerloyaltycountermeasures目录一、引言....................................................................1二、顾客忠诚度的概念........................................................1三、提高顾客忠诚度的意义....................................................2（一）产品销售量的上升.....................................................2（二）降低企业运营成本.....................................................2（三）有利于新产品的推广...................................................2（四）使企业产生良好的形象效应.............................................3（五）企业可以集中精力抓好管理.............................................3四、影响顾客忠诚度的因素....................................................3（一）、满意因素...........................................................31.顾客满意度............................................................32.顾客信任感............................................................4（二）约束...
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