摘要
本文对客户忠诚的内涵及影响客户忠诚的因素进行分析的基础上,以通信业的企业客户为研究对象,构建了我国通信业的企业客户忠诚影响因素模型。实证研究表明,客户信任、客户满意、转换成本及企业形象是影响客户忠诚的关键因素。在此基础上,提出了促进我国通信业企业客户忠诚管理的建议。
Starting with the connotation of the customer loyalty,the paper summarizes up its influencing factors.Then,using a selection of enterprise customers as a sample,the paper sets up the model of influencing factors for enterprise customer loyalty in Chinese telecommunication industry.Results indicate that customer satisfaction,customer trust,switching cost and company image are key factors that affect customer loyalty.Finally,according to the conclusions of the empirical research,the paper provides some suggestions to improve enterprise customer loyalty management for our national telecommunication industry.
出处
《特区经济》
2014年第1期217-219,共3页
Special Zone Economy
基金
教育部人文社会科学青年基金项目<基于供应商网络粘性的制造企业价值创新能力提升机理研究>编号(11YJC630094)
陕西省教育厅人文社会科学基金项目
编号(11JK0183)
关键词
客户忠诚
客户满意
客户信任
转换成本
企业形象
customer loyalty
customer satisfaction
customer trust
switching cost
company image
