珠宝企业提升顾客忠诚度研究——基于ABC态度模型  

Research on Improving Customer Loyalty in Jewelry Enterprises—Based on ABC Attitude Model

作　　者：晏文 

机构地区：[1]云南民族大学管理学院(会计学院),云南 昆明

出　　处：《现代管理》2023年第9期1143-1148,共6页Modern Management

摘　　要：随着珠宝行业环境的激烈竞争,顾客在市场中所起的作用越来越大,如何培育忠诚的顾客并提高顾客的忠诚度对珠宝企业的生存和发展越来越重要。本文基于ABC态度模型,从认知忠诚、情感忠诚和行为忠诚三个维度去分析提高顾客忠诚度的影响因素。最后再根据研究结果提出一些提升顾客忠诚度的营销策略,帮助珠宝企业进一步了解顾客忠诚,进而提高企业的经济效益。With the fierce competition in the jewelry industry environment, customers play an increasingly important role in the market. How to cultivate loyal customers and improve their loyalty is becoming increasingly important for the survival and development of jewelry enterprises. Based on the ABC attitude model, this article analyzes the influencing factors of improving customer loyalty from three dimensions: cognitive loyalty, emotional loyalty, and behavioral loyalty. Finally, based on the research results, some marketing strategies to enhance customer loyalty are proposed to help jewelry companies further understand customer loyalty and improve their economic benefits.

关 键 词：顾客忠诚 认知忠诚 情感忠诚 行为忠诚 ABC态度模型 

分 类 号：F27[经济管理—企业管理]