零售业顾客满意陷阱的成因及对策分析  

ANALYSIS OF THE CAUSES AND COUNTERMEASURES OF RETAIL CUSTOMER SATISFATION TRAP

作　　者：杨继莲[1] 高小玲[1] 

机构地区：[1]湖南理工学院经济与管理学院,湖南岳阳414006

出　　处：《云梦学刊》2015年第1期87-89,共3页Journal of Yunmeng

基　　金：湖南省教育厅项目<基于顾客满意陷阱的营销策略研究>(13C370)的研究成果

摘　　要：满意的顾客不一定忠诚,产品服务无特色、促销有名无实、客户维护不力等是产生零售业客户满意陷阱的重要原因,商品服务差异化,加强数据管理,强化行为细分,加强互动,建立信任,提升企业形象等是提高客户忠诚度,让满意的客户留下的有效对策。Satisfied customers are not always loyal. Aiming at the retail customer satisfaction traps caused by products and services with no characteristics, weak marketing, poor maintenance for customers and other reasons, some ideas like differentiation commercial service, strengthening the data management, reinforcing behavior segmentation, strengthening the interaction, building trust, and enhancing corporate image are advised to improve customers＇ loyalty and maintain the satisfied customers.

关 键 词：满意陷阱 顾客忠诚 差异化 

分 类 号：F717.6[经济管理—产业经济]