服务补救后的顾客满意和其对品牌忠诚的影响.pdfVIP

Advances in Social Sciences 社会科学前沿, 2018, 7(4), 372-379 Published Online April 2018 in Hans. /journal/ass /10.12677/ass.2018.74059 Customer Satisfaction after Service Recovery and Its Impact on Brand Loyalty Huiqin Shen Yunnan University of Finance and Economics, Kunming Yunnan rd th th Received: Mar. 23 , 2018; accepted: Apr. 6 , 2018; published: Apr. 13 , 2018 Abstract With the intensification of market competition, service recovery, customer satisfaction and brand loyalty have been widely concerned by enterprises and become an indispensable part of market- ing research. Because the service failure can hardly be avoided, remedial effect is more important, especially for those who wish to maintain service enterprises through the relationship between customer and brand to improve the performance. They have an urgent need to understand the ef- fect of brand relationship in different customer response experience after service recovery. The reason why the customer is loyal to a brand is that the customer can get more value from the con- tinuous connection with the brand and feel satisfied. Only a satisfactory customer can become a true brand loyalty. Therefore, the effect of service remedies and customer satisfaction on brand loyalty is more important. The research of this paper is to find the connotation and relationship of service remedies, customer satisfaction and brand loyalty. Keywords Recovery, Customer, Satisfaction, Loyalty 服务补救后的顾客满意及其对品牌忠诚的影响 申慧芹 云南财经大学，云南 昆明 收稿日期：2018年3月23 日；录用日期：2018年4月6 日；发布日期：2018年4月13 日 摘 要 随着市场竞争的加剧，服务补救、顾客满意和品牌忠诚都受到企业的广泛关注，逐渐成为营销学研究中 文章引用: 申慧芹. 服务补救后的顾客满意及其对品牌忠诚的影响[J]. 社会科学前沿, 2018, 7(4): 37