顾客满意陷阱的成因及对策  

Causes and Countermeasures for Customer Satisfaction Trap

作　　者：伍颖[1] 邵兵家[1] 

机构地区：[1]重庆大学工商管理学院,重庆400044

出　　处：《商业研究》2003年第8期75-76,共2页Commercial Research

摘　　要：顾客关系管理中高满意度、低忠诚度的现象被称为顾客满意陷阱。其原因是企业提供的服务超过了必要的服务水平 ,顾客会感到满意 ;但只有超过了顾客渴求的服务水平才能激励忠诚。避免顾客满意陷阱要考虑服务的层次并采取相应的措施。Customer satisfaction trap refers to the phenomenon th at customers have high satisfaction but low loyalty. If service quality is highe r than Adequate level, customers may feel satisfied; but only service quality, w hich is higher than Desired level, can lead to customers' loyalty. take such mea sures as service hierarchy to solve this problem.

关 键 词：顾客满意陷阱 顾客忠诚 服务层次 顾客关系管理 企业 

分 类 号：F713.55[经济管理—市场营销]