冷漠顾客满意形成机理探究——基于中国电信行业调查数据  

An Empirical Analysis on Mechanism of"Cool Customer Satisfaction"——Based on Survey of Chinese Telecom Industry

作　　者：张全成[1] 吴秋琴[1] 

机构地区：[1]四川师范大学商学院,成都610101

出　　处：《企业活力》2011年第9期42-45,共4页Enterprise Vitality

基　　金：四川师范大学校级科研项目"基于消费行为的‘冷漠顾客满意’实证研究"(编号:09QNW12)的阶段性成果

摘　　要：满意的顾客不一定是忠诚的顾客,感受满意的顾客仍有可能流失,顾客满意与顾客忠诚之间存在一个"冷漠满意区域"。企业仅仅满足顾客期望还远远不够,应通过提供超越期望的服务来达到顾客感动,将顾客拖离冷漠区间,是赢取忠诚顾客的有力手段。Satisfied customers are not always loyal customers,even pleased customer can lost;in fact,there is a ＂ cool satisfaction zone ＂ in the relationship between customer satisfaction and customer loyalty.For enterprises,it is not enough to just meet customer expectation;enterprises should provide excellent service and get customer delight to break through the ＂ zone of indifference ＂,so that they can get real loyal customers.

关 键 词：顾客满意 顾客忠诚 电信行业 冷漠的满意 

分 类 号：F274[经济管理—企业管理]