对顾客忠诚的驱动因素及其作用进行比较深入的探讨毕业论文.doc

声明 本人郑重声明：所呈交的学位论文是本人在导师指导下独立进行研究工作所取得研究成果。除了文中特别加以标注应用的内容外，本论文不包含任何其他人或集体已经发表或撰写的成果作品。本人完全意思到本声明的法律后果由本人承担。 摘要 顾客是企业的生存之本,忠诚的顾客则是企业利润的源泉。在顾客需求、地位都发生了巨大变化的背景下，企业如何应对才能够赢得顾客忠诚呢?本文研究的主要目的就是通过对顾客忠诚的系统研究，揭示出顾客忠诚的关键驱动因素，并以此为依据提出顾客忠诚的培育途径，用以指导企业的实践，提高企业长期获利的能力。 首先，本文阐述了顾客忠诚与顾客价值的内涵，在此基础上论述了顾客忠诚对企业的经济价值，并从顾客的角度分析了顾客忠诚形成的可能性。 接下来，从顾客忠诚的驱动因素入手详细分析了各驱动因素对顾客忠诚的影响，通过上述分析，我们认为顾客价值才是顾客忠诚的关键驱动因素，是顾客忠诚培育的切入点。只有找出驱动顾客忠诚的顾客价值细分要素，以此作为企业提升的依据，才是企业培育顾客忠诚的最佳途径。因此，本文在对顾客忠诚的衡量维度与顾客价值构成进行归纳、分析后，建立了顾客忠诚的价值驱动模型。 最后，明确并丰富了以顾客忠诚密切相关的顾客价值要素作为企业进行顾客价值提升的方向的思路，提出了顾客忠诚的培育途径。 关键词：顾客忠诚 顾客价值 驱动因素 顾客忠诚的价值驱动模型 培育途径 ABSTRACT Customers are the bases of corporation’s survive. And loyal customers are the source of corporations’ profits. As the customers demand and position changed so much, what should do to loyalty for the corporations? The object of this thesis is to present the driving factors of customer loyalty by analyzing customer loyalty systematically.Based on it, the way to foster customer loyalty is proposed, which is as the guidelines of corporations practice to add the profits of corporations over a long period of time. At first, the connotation of customer loyalty and customer value are introduced preliminarily. Then the commercial value of customer loyalty and the possibility to get the customer loyalty is stated. The following, the effects of every driving factor on loyalty are analyzed in detail. From the analysis, the writer gets that the customer value is tight the key driving factor and also the insert-in point of fostering customer loyalty. The only way is to find out the subdivision factor of customer value of driving customer loyalty, which can be the guidelines of the corporation. So it is the best way to foster the loyal customers. After the scales of customer loyalty and the scales of customer value are discussed respectively in the thesis, the value-driving model of customer loyalty is established. In the end, it is co