摘要
近来,关于顾客满意度与企业赢利负相关性的报道层出不穷。国内外很多学者将其归因于顾客满意与顾客忠诚的非线性关系。文章从顾客满意战略实施的角度,定性分析了顾客满意度与企业赢利负相关的原因主要来自顾客满意战略的实施不当,最后给出了自己的建议。
Recently it is widely reported that the relationship between customer satisfaction and profit is negatively correlated.The scholars at home and abroad attribute it to the non-linear relationship of customer satisfaction and customer loyalty.This article analyzes the reason from another standpoint and gives its advice.
出处
《华东经济管理》
2007年第9期120-122,共3页
East China Economic Management
关键词
顾客满意
顾客忠诚
企业形象
customer satisfaction
customer loyalty
corporate identity
