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顾客忠诚度是现代市场营销学的一个研究热点,尤其是当今的营销重点由4P理论向4C理论转变,对顾客的研究显得更是尤为重要。对服务行业来说,顾客忠诚度的优劣关系着企业的生存和发展,据有关统计研究表明,吸引一个新顾客的成本大概相当于保持一个现有老顾客的5倍;20%的老顾客往往带给企业80%的利润;一个公司如果将其顾客流失率降低5%,那么其利润就能增加25%至85%,而且由于口碑效应,一个满意的顾客会将他的满意度告诉他的数个
Customer loyalty is a hot research topic in modern marketing. Especially, the marketing focus of today is changed from 4P theory to 4C theory. It is even more important for customer research. For the service industry, the pros and cons of customer loyalty are related to the survival and development of enterprises. According to relevant statistical research, the cost of attracting a new customer is about five times that of maintaining an existing customer; 20% of the customers Often brings a 80% profit to the business; a company that increases its customer churn by 5% can increase profits by 25% to 85%, and because of word of mouth, a satisfied customer tells him his satisfaction Number of