顾客忠诚研究述评On Customer Loyalty
霍映宝,韩之俊
摘要(Abstract)：
国内外学者对顾客忠诚的认识与理解存在着很宽泛的观点与争论。然而,众多学者的研究结果表明,顾客忠诚对企业的底线收益比市场份额、单位成本以及企业赢利能力相关的其它因素具有更强的效应。为此,全面深入了解顾客忠诚的内涵以及与其相关概念的关系对企业的顾客关系管理乃至企业的长久发展意义极大。
关键词(KeyWords)： 顾客忠诚;顾客满意;企业形象;顾客赢利
基金项目(Foundation):
作者(Author): 霍映宝,韩之俊
DOI: 10.13902/j.cnki.syyj.2004.04.029
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