From customer satisfaction to customer loyalty and trust.docVIP

 PAGE \* MERGEFORMAT 12 From customer satisfaction to customer loyalty and trust Customer satisfaction and customer trust are the two dimensions of the problem, if customer satisfaction is a value to determine if customer confidence is the behavior of customer satisfaction. How to achieve an effective combination of the two, this paper on the theory and practice are discussed. What is Customer Satisfaction In general, customer satisfaction is the customers and employees of enterprises of products and services offered by the direct nature of a comprehensive assessment of the customers of the company, products, services and staff recognition. Customers based on their value judgments to evaluate the products and services, therefore, PhilipKotler that ‘a person’s sense of satisfaction is the level of the state, which originates from the one envisaged in the performance or product output and carried out by people’s expectations comparison ‘. From a business perspective, customer service goal is not just limited to customer satisfaction, so customer satisfaction is only the first step in marketing management. President of the U.S. chemical companies to maintain William. Taylor said: ‘Our interest lies not only gives consumers a sense of satisfaction, we have to dig those customers that can enhance the relationship between us valuable things’. In the enterprise with customers to establish long-term partnership in the process of enterprises to provide customers exceed their expectations of ‘customer value’, so that customers in each buying process and have access to post-shopping experience satisfaction. Will enhance the satisfaction of every customer trust in the enterprise, enabling businesses to obtain long-term profitability and development. For businesses, if the enterprise’s products and services, satisfied, customers will be spending their feelings spread through word of mouth to other customers, extend the product’s visibility, improve corporate image and