双因素理论在客户营销中的应用  

Motivation-hygiene Theory's Application in Customer Marketing

作　　者：万勇[1] 

机构地区：[1]中国科学技术大学管理学院,北京100012

出　　处：《华东经济管理》2006年第5期127-130,共4页East China Economic Management

摘　　要：文章根据赫茨伯格的双因素理论,将导致客户满意感的因素称为客户激励因素,将导致客户不满意感的因素称为客户保健因素。通过对客户需要和客户购买心理的分析,总结了客户保健因素和客户激励因素的识别方法,并指出企业应当如何在客户营销中有效的实施客户保健和客户激励。In this paper, according to Fredrick Herzberg＇s Motivation-hygiene theory, the elements that can lead to customer feeling satisfactory be called customer motivation elements, and the elements that can lead to customer feeling unsatisfactory be called customer hygiene elements. This paper summarized how to identifying customer motivation elements with customer hygiene elements by analyzing customer demand and customer purchasing psychology, and point out a company how to effectively implement customer motivation elements and customer hygiene elements in customer marketing.

关 键 词：客户 客户需要 客户期望 保健 激励 

分 类 号：F274[经济管理—企业管理]