顾客忠诚管理.pptx

Customer Loyalty Management 一、Customer loyalty (CL) CS = CL 1、Who is loyal? ？ Low repeat purchase 高续购率 High repeat purchase 低续购率 Very preference 态度高 Less preference 态度低 Classification of loyal customers 第1页/共17页 Customer Loyalty Management 一、Customer loyalty (CL) 2、What is CL? Customer Loyalty：指顾客长期购买自己偏爱的产品或服务的强烈意愿，以及顾客实际的重复购买行为。Intention + Behavior Some difference of CL between product service Service-oriented businesses are more likely to establish close contact with customers. Service consumers are more likely to form a sense of loyalty. Service businesses have more opportunities to cultivate customer loyalty. Greater risk for customer perceptions to service. Customers may be loyal to different objects. —— Richard Oliver(1980) 第2页/共17页 Customer Loyalty Management 一、Customer loyalty (CL) 3、How to measure CL? —— Richard Oliver(1999) to Measure Behavioral loyalty: quantity, frequency of purchase, share of wallet…… to Measure Emotional loyalty: really like business to Measure Cognitive loyalty: remind first, choose first, range of price fluctuations, more preferred to Measure Intent loyalty: Formation process: 第3页/共17页 Customer Loyalty Management 一、Customer loyalty (CL) 4、 Significance of CL to corporation 重复购买行为 口头宣传 向企业反馈信息 价格敏感度低 包容企业错误 repeat purchase word of mouth feedback information Low price sensitivity, Premium price containment error 第4页/共17页 Customer Loyalty Management 一、Customer loyalty (CL) 5、 Customer loyalty Cycle 第5页/共17页 Customer Loyalty Management 一、Customer loyalty (CL) 6、Factors of CL Transactional loyalty Frequency Customer share Emotional Loyalty Recommend Pay premium price/perfect your product Satisfaction level product/service/relationship/price Competition level By industry By competitiveness Customer loyalty factor 第6页/共17页 Customer Loyalty Management 二、 Customer Choice 1、市场细分变量 segmentation descriptors Segmenting partitioning Targeting Positioning STP How to （细分市场的步骤） 第7页/共17页 Customer Loyalty Management 易于辩认 易于集中媒介沟通渠道 易