影响网络顾客忠诚度因素探析  

An Analysis on Factors Influencing Network Loyalty

作　　者：吴世军[1] 

机构地区：[1]武汉科技大学管理学院,湖北武汉430081

出　　处：《商业经济》2009年第12期82-84,共3页Business & Economy

基　　金：湖北省教育厅人文社科项目(2007q008)的成果之一

摘　　要：当前,影响我国网上顾客忠诚度的制约因素,主要包括产品价值、服务质量、网络环境、市场竞争等因素。企业在提高网络顾客忠诚度时,应从提高顾客对企业的满意度,加强顾客数据库的应用,实施网络个性化营销,构建舒适的网络购物环境,加强顾客对网络企业的信任,为顾客做好全过程服务等方面入手,提高网络交易质量,推进我国网上交易的健康发展。Now, the restrictive factors influencing Chinese network consumers＇ loyalty are mainly product value, service quality, network environment, and market competition, etc. Namely, when increasing network consumers＇ loyalty, the enterprises should enhance con- sumers＇ satisfaction and application of consumer database, employ personalized network marketing, construct comfortable network shop- ping environment, increase consumers＇ trust on network enterprises and provide overall service for consumers to increase the quality of network transaction and promote healthy development of our network transaction.

关 键 词：网络顾客 网络交易 顾客忠诚度 因素探析 

分 类 号：F470[经济管理—产业经济]