客户保持影响因素
中文摘要
在日益激烈的市场竞争中，客户是企业的宝贵资源，他们既是企业现有财富的保障，也是企业未来发展的基础，一个企业80%的利润往往是由20%最有价值的客户创造，其余80%的客户是微利、无利，甚至是负利润的。企业要保持的是有价值的客户，维持一个老客户的成本仅相当于赢得一个新客户的成本的六分之一。赢得一个新客户不仅需要付出广告投入，时间和精力等成本，而且这些成本会在一个很长时期内超出客户的基本贡献。培育客户忠诚已替代客户满意而成为许多企业保持战略追求的一个基本目标。信任是忠诚的直接基础，要成功地建立高水平的长期 客户忠诚必须把焦点放在客户信任。在企业与顾客建立长期的伙伴关系的过程中，企业向顾客提供超过其期望的“顾客价值”，使顾客在每一次的购买过程和购后体验中都能获得满意。每一次的满意都会增强顾客对企业的信任，从而使企业能够获得长期的盈利与发展。
关键词：客户满意度，客户忠诚度，客户信任，客户关系管理
ABSTRACT
In the intense market competition, the customer is enterprise's precious resources day by day, they are not only the enterprise existing wealth safeguards, is also the foundation which the enterprise will develop in the future, enterprise 80% profits often will be by 20% most valueable customer creation, other 80% customer will be the meager profit, does not have the advantage, will be negative profit. What the enterprise must maintain is the valuable customer, maintains an old customer the cost to be only equal in wins a new customer the cost 1/6. Wins a new customer not only to need to pay the advertisement investment, costs and so on time and energy, moreover these costs will surpass the customer in a very long time the basic contribution. The cultivation customer loyal has substituted customer satisfaction to become many enterprises maintains the strategic pursue an elementary object. The trust is the loyal direct foundation, must establish the high level the long-term customer loyal to successfully place the focal point the customer trust. In the enterprise and the customer establish the long-term partnership in the process, the enterprise provides surpasses its expectation to the customer “the customer value”, causes the customer after each time purchase process and buys experiences can obtain satisfaction. Each time satisfaction can strengthen the customer to the enterprise the trust, thus enables the enterprise to obtain the long-term profit and the development.
key word: The customer degree of satisfaction, the customer loyalty, the customer trust, the customer relations manage
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