服务营销创造顾客忠诚
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外国经济与管理 2001 年 第 23 卷第 11 期, 页码：34 - 38
摘要
参考文献
摘要
忠诚顾客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。今天 ,忠诚顾客奖励计划被企业广泛用来留住忠诚顾客。然而 ,企业保持忠诚顾客最有效的方法应该是 ,通过提供超值服务。基于以上观点 ,本文将分别从赢得并留住忠诚顾客的方式、顾客忠诚分类以及通过服务营销建立顾客忠诚等方面进行阐述。
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[2]JillGriffinCustomerLoyalty:HowtoEarnit,HowtoKeepIt[M ]JosseybassInc.,Publishers,1995.
[3]LisaO’MalleyCanLoyaltySchemesReallyBuildLoyalty[J]MarketingIntelligence&Planning,1998,16(1):47-55.
[4]PhilipAnthonyHoldenSuccessThroughService[J]ManagementDecision,1998,35(9):677-681.
[5]TungZongChang&SuJaneChenMarketOrientation,ServiceQualityandBusinessProfitability:aConceptualModelandEmpiricalEvidence[J]TheJournalofServicesMarketing,1998,12(4):246-264.
[6]Uncles,M DoYouorYourCustomersNeedaLoyaltyProgramm?[J]JournalofTargetingMeasurement,andAnalysisforMarketing,1994,12(4):335-350.
[7]CustomerServiceReviewSampleEdition,fromCustomerServiceWebSite,1999.
引用本文
张立玮. 服务营销创造顾客忠诚[J]. 外国经济与管理, 2001, 23(11): 34–38.
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