【作者】 陈寒冰；

【导师】 张建斌；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 本文从营销发展的观点出发引出了顾客忠诚的概念，论述了顾客忠诚对企业以及消费者自身的重要意义，分析了顾客忠诚与顾客满意、市场占有率的联系与区别，提出了评价顾客忠诚的指标和实现方法，并就现阶段顾客忠诚的发展进行了探讨。 本文共分为四章，第一章主要是提出了顾客忠诚的基本思想，以及顾客忠诚对企业和消费者的意义。第二章介绍了顾客忠诚的概念、类型、特点、本质，并分析了顾客忠诚与顾客满意、市场占有率的联系与区别，提出了顾客忠诚的评价方法。第三章作者从内部顾客和外部顾客两方面论述了顾客忠诚的实现方法。第四章主要是针对顾客忠诚发展到现阶段，就网络时代的概念、网络时代顾客忠诚的特点以及顾客忠诚的实施进行了探讨。更多还原

【Abstract】 The concept of customer loyalty deriving from the viewpoint of marketing development, is to discuss the significance of customer loyalty to enterprises and consumers themselves, analyze relationship and difference between customer loyalty and customer satisfaction, market occupying rate, bring out the measures to appraise customer loyalty, and further probing into the customer loyalty development in current stage.This paper consists of four charters. The first charter raises the basic idea of customer loyalty and its significance to enterprises and consumers. The second chapter gives a general introduction to the concept, style, character and substance of customer loyalty, and analyzes the relationship and difference between customer loyalty and customer satisfaction, market occupying rate, then brings out the measuring of customer loyalty. The third chapter discusses how to establish customer loyalty through two aspects, external and internal customer. The fourth chapter mainly focuses on discussing the concept of network era, character of customer loyalty in network era and how to carry out customer loyalty in network era.更多还原