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客户满意是一种心理活动,是一个人通过对一个产品和服务的可感知的效果与他的期望值相比较后所形成的感觉状态。但服务的目的绝不止于“客户满意”,服务的基本目的应该是争取客户重复购买以增加利润,获得口碑传播以巩固品牌。只有当客户同时具备以下三点特质的行为,他才是你真正的“忠诚的客户”:1.在必要时重复购买;2.乐于向别人推荐你;3.拒绝你的竞争对手。满意度衡量的是客户的期望和感受,而忠诚度反映客户未来的购买行动和购买承诺。
Customer satisfaction is a type of psychological activity that is the state of one’s perception of a person’s perception of a product or service as compared to his expected value. However, the purpose of service is not limited to “Customer Satisfaction”. The basic purpose of service should be to strive for repeat purchase by customers to increase profits and obtain word-of-mouth communication to consolidate the brand. He is your true “loyal customer” only if the customer has both of the following three characteristics: 1. Repeat purchases when necessary; 2. Be happy to recommend you; 3. Refuse your competitors. Satisfaction measures the customer’s expectations and feelings, and loyalty reflects the customer’s future purchase actions and purchase commitments.