营销策略理论与实践研究_论文.docVIP

浅议营销策略理论与实践 附带外文翻译 毕业论文 二〇一一年月日 Journal of Consumer Marketing， 2005（7）：96-100 Marketing Customer Satisfaction R Hallowell John Wiley and Sons, Inc. Abstract: Customer satisfaction with a companys products or services is often seen as the key to a companys success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this