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客户忠诚度是指客户对某一特定产品或服务产生了好感,形成偏好,进而重复购买的一种趋向,它主要通过客户的情感忠诚、行为忠诚和意识忠诚表现出来。一套完善且成功运行的客户积分计划,可很大程度上提升核心客户的忠诚度。它不仅仅只是提升品牌转换成本,借以锁定客户群体,也是企业与客户之间的纽带。它更大的价值与意义,在于与客户形成良好互动,充分利用关键性服务节点,延长客户生命周期,并引导促进客户消费。
Customer loyalty refers to the tendency of a customer to have a good impression on a particular product or service, thus forming a preference and then buying repeatedly. It mainly manifests through customer’s emotional loyalty, behavioral loyalty and consciousness loyalty. A well-established and successful customer credit plan can greatly enhance the loyalty of core customers. It is not just a way to increase brand conversion costs and to lock in the customer base, but also a link between business and its customers. It’s greater value and significance lies in the formation of good interaction with customers, make full use of the key service nodes, extend the life cycle of customers, and guide the promotion of customer spending.