营销策略中的顾客满意度研究【外文翻译】.doc

1、外文翻译原文MARKETINGCUSTOMERSATISFACTIONMATERIALSOURCEMARKETINGCUSTOMERSATISFACTIONAUTHORRALFBUCKLEYMARKETINGCUSTOMERSATISFACTIONSINCETHE20THCENTURY,SINCETHELATEEIGHTIES,THECUSTOMERSATISFACTIONSTRATEGYISINCREASINGLYBECOMINGBUSINESSHASMORECUSTOMERSSHARETHEOVERALLBUSINESSCOMPETITIVEADVANTAGEMEANSFIRST,CUST

2、OMERSATISFACTIONSTRATEGYISTOGETAMODERNENTERPRISECUSTOMERS,“MONEYVOTES“MAGICWEAPONWITHTHECHANGINGTIMES,THEGREATABUNDANCEOFMATERIALWEALTHOFSOCIETY,CUSTOMERSINTHEMAINCONSUMERDEMANDACROSSTHEMATERIALHASALACKOFTIME,THENUMBEROFTIMESTHEPURSUIT,THEPURSUITOFQUALITYTIMETOTHEEIGHTIESOFTHE20THCENTURYENTEREDTHEER

3、AOFTHEENDCONSUMERSENTIMENTINCHINA,WITHRAPIDECONOMICDEVELOPMENT,WEHAVERAPIDLYBEYONDTHEPHYSICALABSENCEOFTHETIMES,THEPURSUITOFTHENUMBEROFTIMESANDEVENTHEPURSUITOFQUALITYANDAGEOFEMOTIONSTODAYGRADUALLYINTOTHECONSUMERERASPENDINGTIMEINTHEEMOTION,THECOMPANYSSIMILARPRODUCTSHAVEALREADYREACHEDTHESAMETIME,HOMOGE

4、NEOUS,WITHTHEENERGY,THESAMEPRICE,CONSUMERSARENOLONGERPURSUETHEQUALITY,FUNCTIONALITYANDPRICE,BUTTHECOMFORT,CONVENIENCE,SAFETY,COMFORT,SPEED,JUMPACTION,ENVIRONMENTALPROTECTION,CLEAN,HAPPY,FUN,ETC,CONSUMERSAREINCREASINGLYCONCERNEDABOUTTHEPRODUCTWHETHERFORTHEIROWNLIFEENERGY,ENRICH,COMFORT,BEAUTYANDSPIRI

5、TUALQUALITY,ANDEXCEEDCONSUMEREXPECTATIONSINTHEPRESALE,SALE,AFTERSALESSERVICEANDADVICEINOTHERWORDS,PEOPLETODAYARELOOKINGFORISA“PSYCHOLOGICALSATISFACTIONANDASENSEOFFULFILLMENT,“THECOMMODITY,HIGHVALUEADDEDGOODSANDSERVICES,THEPURSUITOFVALUESANDSENSEOFDIVERSITY,INDIVIDUALITY,ANDTHEINTANGIBLESATISFACTIONO

6、FTHETIMEHASCOMEANDCONSUMERSADAPTTOCHANGESINTHEVALUEOFTHEPURSUITOFCOMPETITIONBETWEENENTERPRISES,BUTALSOFROMPRODUCTCOMPETITION,PRICECOMPETITION,TECHNOLOGICALCOMPETITION,ADVERTISINGCOMPETITION,BRANDIMAGEDEVELOPMENTOFCOMPETITIONTOTHECURRENTCOMPETITION,CREDITCOMPETITION,CULTURALCOMPETITIONANDSERVICECOMPE

7、TITION,COMPETITIONTHATCUSTOMERSATISFACTIONTHISCOMPETITIONISTHEENTERPRISEWIDEANGLE,WIDEFIELDSPACETIMEWITHINTHECONTEXTOFHIGHLEVEL,REFLECTTHEOVERALLSTRENGTHOFTHECOMPETITIONITINCLUDESORGANIZATIONALINNOVATION,TECHNOLOGICALINNOVATION,MANAGEMENTINNOVATION,INDUSTRYFORESIGHT,R“CUSTOMER“,“CUSTOMERSATISFACTION

8、“ISNOLONGERAMEREFORMALITYOFTHESLOGAN,BUTREALACTIONTOBASISOFANEWBUSINESSPHILOSOPHYOFENTERPRISESNOLONGERQUALITYSTANDARDS,THEIRSATISFACTIONWITHTHEMANAGEMENTIDEA,BUTINCUSTOMERSATISFACTION,GAINCUSTOMERLOYALTYFORTHEBUSINESSPHILOSOPHYOFHIGHTHEFOCUSISNOLONGERBUSINESSSTRATEGYTOGAINORMAINTAINMARKETSHARE,MAINL

9、Y,BUTASFORCUSTOMERSATISFACTIONFORTHEBUSINESSPHILOSOPHYTHEREFORE,THEMARKETINGSTRATEGYOFCOMPETITORSWHOFOCUSNOTONBUTONCLIENTS,ONTHECUSTOMERSACTUALANDPOTENTIALNEEDSWHENTHECOMPANYPROVIDESPRODUCTSANDSERVICESTOTHECUSTOMERSPRIOREXPECTATIONS,CUSTOMERSWILLBEBASICALLYSATISFIEDIFFAREXCEEDCUSTOMEREXPECTATIONS,AN

10、DFARHIGHERTHANOTHERCOLLEAGUES,CUSTOMERSREALLYSATISFIEDIFCOMPANIESCANCONTINUOUSLYORFORALONGTIMETHECUSTOMERSSATISFACTION,CUSTOMERLOYALTYWILLBELOYALCUSTOMERSWILLNOTONLYREGULARLYREPEATPURCHASE,BUTALSOOTHERRELATEDBUSINESSESTOPURCHASEPRODUCTSORSERVICESLOYALCUSTOMERSWILLNOTONLYACTIVELYRECOMMENDTOOTHERSTOBU

11、YHISPRODUCTS,ANDPROMOTIONALACTIVITIESOFCOMPETITORSONTHEENTERPRISEHASTHEIMMUNITYOFADISSATISFIEDDISSATISFIEDCUSTOMERSWILLTELL1620INDIVIDUALS,ANDEACHONEWASTOLDWHOWILLTHENSPREADTO1215INDIVIDUALSTHUS,ADISSATISFIEDPERSONWILLAFFECTTWOORTHREEHUNDREDPEOPLETODAYINTHEPOPULARITYOFTHEINTERNET,ITSIMPACTISEVENGREA

12、TERACCORDINGTOTHEUSAUTOINDUSTRYSURVEY,ASATISFACTIONWILLUNLEASHTHEPOTENTIALOFBUSINESS8DOCUMENT,WHICHWILLBEATLEASTATRANSACTIONANOTHERSURVEYSHOWEDTHATEVERYINCREASEOF5OFENTERPRISECUSTOMERLOYALTY,ANDPROFITSWILLGROW259580OFACOMPANY20OFTHEPROFITSFROMLOYALCUSTOMERSWHILETHECOSTOFOBTAININGANEWCUSTOMERISTOMAIN

13、TAINA6TIMESTHECOSTOFOLDCUSTOMERSTHEREFORE,THEAMERICANSCHOLARTANGPEIPOSITHATTHEDECISIONWHETHERORNOTTHEKEYTOTHESUCCESSOFANENTERPRISEISNOTMARKETSHARE,BUTRATHERCUSTOMERSHAREASARESULT,ENTERPRISESHAVEBEENTHROUGHANEXTENSIVEANDDETAILEDMARKETRESEARCH,DIRECTCONTACTWITHCONSUMERS,CUSTOMERFEEDBACK,ETCTOUNDERSTAN

14、DTHEREALITYINALLASPECTSOFCUSTOMERNEEDSANDPOTENTIALNEEDSRELYONTHELOYALTYBUSINESSSALESSATISFACTION,SERVICEPERSONNEL,REGULAR,COMPREHENSIVEQUANTITATIVEDETERMINATIONOFCUSTOMERSATISFACTIONINORDERTOACCURATELYGRASPTHEBUSINESSWITH“CUSTOMERSATISFACTION“THEGAPBETWEENOBJECTIVESANDPRIORITYAREAS,TOFURTHERIMPROVET

15、HEBUSINESSACTIVITIESRELYONTHECORPORATECULTUREOFHIGHAFFINITY,HIGHLYEFFICIENTMANAGEMENTANDFULLHUMANTOMAKEJOINTEFFORTSTOPROVIDECUSTOMERSWITHHIGHVALUEADDEDPRODUCTS,HIGHLEVELSOFFAMILYLIKESERVICETOWINCUSTOMERSCHANGINGANDUPGRADINGSATISFACTION,WINMORESHAREMANYCUSTOMERSSUCHASHAIERALWAYSPUTCUSTOMERNEEDSFIRST,

16、STANDINTHECUSTOMERPOINTOFVIEWOFPRODUCTDEVELOPMENT,DESIGN,PERSONALIZED,HUMANIZEDUSEFULPRODUCTS,FROMTHEPULLSCREENTVSTOTHELATESTRELEASEOF“TAIWANDOESNOTBLINKOFANEYEFORCOLORTV“,SMALLHANDRUBASMALLCHILDPRODIGYWASHINGMACHINEWASHINGMACHINES,SMALLREFRIGERATORSPRINCETO“WISDOMEYE“INVERTERAIRCONDITIONER,THESYSTE

17、M17HOURSFROMA“MIKEFREEZER“TOAFTERSALESTOPSTARSERVICETOMEETCUSTOMERNEEDSANDBOTHAREPROVIDEDTOTHESATISFACTIONTHEVALUEOFPRODUCTSANDSERVICESANOTHEREXAMPLEISMICROSOFTSPRODUCTSAREFOCUSEDONEACHOFTHEWORLDSMOSTTALENTEDDEVELOPERSTOINTRODUCEEVENBETTERTHANTHEPRODUCTSCUSTOMERSWANT,WHILETHEFORMATIONOFGLOBALSALESOF

18、ECONOMYOFSCALE,THELOWESTPRICETHISISMICROSOFTSSECRETOFSUCCESSIN20YEARSINSUMMARY,EMOTIONALCONSUMERERA,DECIDEDWHATKINDOFPRODUCTSANDPRODUCTIONMANAGEMENTSERVICESTOPROVIDEWHATTHEPOWERSARENOTPARTOFABUSINESS,ITISCONSUMERS,MEASURINGTHEVALUEOFENTERPRISEEFFICIENCYANDTHEEXISTENCEOFTHEDECISIONSHIFTSTOTHEHANDSOFC

19、USTOMERS,THEENTERPRISESHOULDCATERTOTHECUSTOMER,VALUETOSATISFYCUSTOMERSINORDERTOGETASMUCHASPOSSIBLEFROMTHECUSTOMER“MONEYVOTES“THECSSTRATEGYISTHEMAGICWEAPONFORWINNINGSUCHAVOTESECOND,CUSTOMERSATISFACTION,THEMAINSTEPSINMARKETINGSTRATEGYFIRST,TOESTABLISHTHELEVELOFCORPORATECULTURECUSTOMERCENTRIC,CUSTOMERI

20、NTERESTSFIRST,ANDCUSTOMERSATISFACTIONASTHEGOALOFPHILOSOPHYCSTHEORYINTHECUSTOMERREFERSTOINTERNALSTAFFANDEXTERNALCUSTOMERSINCLUDINGDISTRIBUTORS,WHOLESALERS,AGENTS,THEFINALCONSUMERANDRAWMATERIALSUPPLIERS,PARTNERS,ETC,CUSTOMERSATISFACTION,INCLUDINGSTAFFANDEXTERNALCUSTOMERSATISFACTION,CUSTOMERLOYALTYISAL

21、SOHOWEVERMECHANISMFORBUSINESSSUCCESSISCUSTOMERSATISFACTIONWITHLOYALTY,EMPLOYEESATISFACTIONANDCUSTOMERLOYALTYAREKEYPERSONNELEMPLOYEESOFTHECOMPANYSSATISFACTIONANDLOYALTYAREPRODUCTSANDSERVICESFORENTERPRISECUSTOMERSSATISFACTIONANDLOYALTYBASEDONCUSTOMERSATISFACTIONANDLOYALTYARETHEINEVITABLERESULTOFEMPLOY

22、EEBEHAVIORNOEMPLOYEESATISFACTIONANDLOYALTY,ITISIMPOSSIBLETOCREATESATISFIEDCUSTOMERSTOPROVIDEVALUEPRODUCTSANDSERVICES,THECUSTOMERNATURALLYDISSATISFIEDANDDISLOYAL,AWAYFROMTHEENTERPRISEWHENTHEEMPLOYEESATISFACTIONANDLOYALTYWITHCUSTOMERSWHENTHECONTACTWILLBEWITHGREATENTHUSIASMINTOTHEIRINTELLECTUALCAPITAL,

23、CREATIVECUSTOMERSERVICE,ANDTOTIMELYDETECTIONOFTRENDSINCUSTOMERDEMAND,TIMELYPRODUCTANDSERVICEVALUEADDED,FIRMLYGRASPLIVEINTHEHEARTSOFCUSTOMERS,TOHISSATISFACTIONFEDEXFOUNDTHATWHENINTERNALSTAFFSATISFACTIONRATETO85,THEIRCUSTOMERSATISFACTIONRATEOF95,ANDALSOVERYOPTIMISTICABOUTCORPORATEPROFITSHEREDETERMINES

24、THEATTITUDEOFALLEMPLOYEESTHEREFORE,COMPANIESMUSTBECUSTOMERSATISFACTIONOFBUSINESSPHILOSOPHYPERMEATESTHEMINDSOFSTAFF,REFLECTEDINTHEMANAGEMENTOFEMPLOYEELOYALTYTOTHEIRROTHERWISE,CONSUMERSWILLNOTCOMEBACKTHEREFORE,“9BIRD“ISTOPROVIDECONSUMERSVALUEFORMONEYPRODUCTSANDSERVICESTHEREISSUCHABUSINESSPHILOSOPHYOFC

25、USTOMERSATISFACTIONUNDERTHEGUIDANCEOFMARKETING,“NINEBIRD“FIREINTHECAPITALISNOTDIFFICULTTOUNDERSTANDSECOND,CUSTOMERSPARTICIPATEINPRODUCTDESIGNANDDEVELOPMENTCUSTOMERCENTRICCOMPANY,THROUGHMARKETSEGMENTATION,TARGETAWIDERANGEOFRESEARCHTOUNDERSTANDTHEPUBLICSNEEDSANDVALUES,STANDINGCUSTOMERPOINTOFVIEWOFPROD

26、UCTDEVELOPMENT,DESIGN,PERSONALIZED,PERSONALIZEDVALUEADDEDPRODUCTSANDSERVICES,ISCORRECT,BUTMUSTALLOWUSERSTOJOINPRODUCTDESIGNUSEOFTHEINTERNETANDCADTECHNOLOGYWITHCUSTOMERSTOESTABLISHEFFECTIVECOMMUNICATIONANDINFORMATIONEXCHANGE,NEEDSTOGRASPTHECUSTOMERINFORMATIONANDCUSTOMERVALUE,TOENCOURAGEAVARIETYOFINFO

27、RMATIONSOURCESONTHECUSTOMERINFORMATIONDATABASEFORTIMELYUPDATESAFTERANALYSIS,THECONCLUSIONABOUTTHENATUREOFCUSTOMERNEEDS,ANDTOTHEENTERPRISECUSTOMERDEMANDINFORMATIONNATUREOFVARIOUSDEPARTMENTSTOSHARERESOURCESTHISDESIGNPRODUCTS,PROVIDECUSTOMERSATISFACTIONSERVICESNOW,MANYCOMPANIESUSEASERVICECALLED“PRODUCT

28、CONFIGURATOR“SYSTEMTOHELPUSERSWITHTHEPARTICIPATIONOFPRODUCTDESIGNTHATISSTOREDINTHECOMPUTERWHERETHELATESTINFORMATIONFORALLPRODUCTMODULES,ANDREPLACEDATANYTIME,MARKETINGPERSONNELINTHESALESSITEONTHEINTERNET,ACCORDINGTOUSERNEEDSORUSERCONFIGURATIONWITHOUTITNEEDSTOMEETTHEIRVALUEPRODUCTSSHANGHAIGMPRODUCESCA

29、RSTHATOPERATORSANDUSERSAREVERYSATISFIED,BECAUSEUSERSJOINTHEPRODUCTDESIGNHAIERWHETHERITISFORFARMERSINSICHUANPRODUCTIONOFWASHINGMACHINESTOWASHSWEETPOTATOES,USERSINSHANGHAIPRODUCTIONOF“THELITTLEPRINCEFRIDGE“,ORCHANGECHANNELSWITHOUTDAZZLINGCOLORTV,HAIERS“WISDOMEYE“INVERTERAIRCONDITIONER,STARSTOPAFTERSAL

30、ESSERVICE,ETCAREBASEDONTHENEEDSOFUSERS,CUSTOMERSPARTICIPATEINPRODUCTDESIGNINCORPORATESTHERECOMMENDATIONSOFTHEDESIGNANDDEVELOPMENTOFCUSTOMERSATISFACTIONINTHERICHHUMANITYOFTHEVALUEOFGOODSANDSERVICES,NATURALLY,WONMOREHEARTSANDMINDSOFCUSTOMERSTHIRD,TOPROVIDEAFULLSERVICECUSTOMERSATISFACTIONANDPERSONALIZE

31、DSERVICEFULLSERVICEISFORCUSTOMERSSHOPPINGANDCONSUMPTIONCARRIEDOUTBYEVERYASPECTOFTHESERVICESDETAILEDANDDEEP,THEHEARTOFTHESERVICEFULLSERVICEISTHECONSUMERDESIREFORCONSUMPTIONFROMTHEMOMENTOFPRODUCTIONVALUEOFGOODSRUNOUTOFPLAYUNTILTHEWHOLEPROCESS,WITHCARETOCONSUMERS,SOCONSUMERSARECLOSELYLINKEDWITHTHEIRBRA

32、NDSSOTHATCONSUMERSENJOYTHECULTURE,ENJOYTHESERVICEEXPERIENCECONCEPTWASTOBENEFITCONSUMERSWILLINGLYYOURPRODUCTSORSERVICES,CONSUMERSATEVERYLEVELAREFULLYSATISFIED,ANDTOWINCUSTOMERLOYALTYSALESSTAGETOENSURETHATCUSTOMERSRECEIVETIMELYANDQUALITYSERVICESTO,PARTICIPATIONINTRAININGPRECONSULTATION,TRANSFERKNOWLED

33、GEANDINFORMATION,CREATESHOPPINGNEEDS,SOCUSTOMERSRATIONALCHOICE,PRACTICALHELPCUSTOMERSBUYTHEIROWNNICHEPRODUCTSSALESUPPORTTHEPROVISIONOFCONVENIENTTOMAXIMIZEPLAYPRODUCTFEATURES,CUSTOMERSAPPRECIATETHEWARMTHANDVALUEFEEDBACKRESALEVALUEADDEDSERVICES,ALLOWINGCUSTOMERSTOFEELTHEWARMTHANDTRUTHIFAWOMANBOUGHTAHA

34、IERAIRCONDITIONING,HOMERUNPULLEDTHEDRIVERONHISWAYTOBEBLACKHEART,ANDHAIERWASINFORMEDIMMEDIATELYAFTERTHEWOMANFREETOSENDANEWHAIERAIRCONDITIONING,ANDDECIDEDAFTERTHEDELIVERYPLACEINNERMONGOLIA,THEHOMEOFAUSERDUETOFIRE,WILLBURNJUSTBOUGHTTHEHAIERREFRIGERATORS,HAIERACCESSSERVICESFROMTHECOMPUTERAFTERPOWERFOUND

35、INTHEUSERDETAILSOFTHENETWORKADDRESS,SENTBYTHECARARRIVEDIN4DAYSTOFIXTHEIRREFRIGERATORTHISVALUEMUSTWINTHECUSTOMERSERVICESATISFACTIONOVEREXPECTATIONSINTODAYSERAOFEMOTIONALCONSUMPTION,THEPURSUITOF“HEARTOFSATISFACTIONANDASENSEOFFULFILLMENT“OFGOODS,ISHIGHLYPERSONALIZEDVALUEADDEDVALUEGOODS,THEPURSUITOFVALU

36、ESANDAWARENESSOFDIVERSITY,INDIVIDUALITY,ANDINTANGIBLESATISFACTIONTHEREFORE,ENTERPRISESWILLNOLONGERPUTATTENTIONTOALLTHEGENERALNEEDSOFDIFFERENTCONSUMERS,WESHOULDPURSUEDIFFERENTPERSONALITYFORCONSUMERS,TAILOR,DESIGNANDDEVELOPMENTOFENTERPRISEPRODUCTSANDSERVICESTOMEETTHEINDIVIDUALANDTHEDIVERSITYOFTODAYSCO

37、NSUMERTRENDSPROPENSITYTOCONSUMETHEFACEOFINCREASINGLYCOMPLEX,ENTERPRISESMUSTMANAGECUSTOMERDEMANDFORPERSONALIZEDMARKETING,THEKEYLIESINESTABLISHINGACUSTOMERDATABASEANDCUSTOMERINFORMATIONFEEDBACKSYSTEMFORCUSTOMERRELATIONSHIPMANAGEMENT,CONTINUEDTOCOLLECTUNDERSTANDINGOFCONSUMERNEEDSANDPREFERENCESCHANGE,AN

38、DNEWEXPECTATIONSOFTHEBUSINESSTOBETTERPROVIDECUSTOMERSWITHPERSONALIZEDSERVICEFOURTH,FOSTERCUSTOMERLOYALTYINTHERESTAURANTINDUSTRY,CUSTOMERSATISFACTIONINTHEBRANDSWITCHING,THEPROPORTIONISASHIGHAS60TO80THISINDICATESTHATSATISFIEDCUSTOMERSBECOMELOYALCUSTOMERSDONOTNECESSARILY80OFTHEPROFITSOFANENTERPRISEFROM

39、20OFCUSTOMERLOYALTY,MARKETING,CUSTOMERARACATURECORPSPRESIDENT,LARRYLIGHTSAIDINADVERTISINGAGEMAGAZINE,FROMTHELOYALCUSTOMERSWHORETURNANONLOYALCUSTOMERSARE9TIMESWALMARTHASBEENABLETOCONTINUETOGROWAS500BOSS,SIMPLYBECAUSEITISTHEMANAGEMENTCAPACITYTOATTRACTCUSTOMERLOYALTYCUSTOMERLOYALTYISPERCEIVEDFROMTHECUS

40、TOMER,DELIVEREDTHROUGHTHETWOWAYCOMMUNICATIONBETWEENTHEVALUEANDTHERELATIONSHIPISHARDTOPROVIDEVALUETHROUGHBUSINESSPRODUCTSORSERVICESOBTAINEDFORCUSTOMERLOYALTY,COMPANIESMUSTHAVETOPMANAGEMENTCOMMITMENTANDUNREMITTINGFINANCIALSUPPORTTOENTERPRISESTODEFINECUSTOMERLOYALTY,UNDERSTANDCUSTOMERNEEDSISWHATFORMEDW

41、HATARETHEREASONSTHEYLEAVE,WHOBOUGHTTHEPRODUCT,WHYAWARENESSANDCREATECUSTOMERLOYALTYINCENTIVESCULTIVATECUSTOMERLOYALTYMARKETINGINTWOWAYSFIRST,WESHOULDPROPERLYSOLVECUSTOMERCOMPLAINTSASLONGASTHEPROPERHANDLINGOFCUSTOMERCOMPLAINTS,THE82OFTHECUSTOMERSWILLBUYPRODUCTSAGAINPROPERHANDLINGOFCUSTOMERCOMPLAINTS,T

42、HEREQUIREMENTTOESTABLISHAGOODBUSINESSHUMANIZED“COMPLAINEDMANAGEMENT“SYSTEMFIRST,ESTABLISHA“CUSTOMERCOMPLAINED,ISTHEBESTGIFTFORBUSINESS,ENTERPRISEMANAGEMENTTOIMPROVEGOOD“CONCEPTSECOND,ENTERPRISESMUSTESTABLISHEFFECTIVEPOLICIESANDINSTITUTIONSDEALINGWITHGRIEVANCESANDSTAFFTRAINING,PROPERTREATMENTOFCUSTOM

43、ERSCOMPLAINED,STANDINGCUSTOMERAPPROACHTOCUSTOMERCOMPLAINEDOFTHEPROBLEMTHIRD,DEALINGWITHCUSTOMERDEPARTMENTSTOROTATESOTHATEACHBUSINESSUNITISABLETOUNDERSTANDCUSTOMERSATISFACTION,ANDOBTAINEXPERIENCEINHANDLINGCUSTOMERCOMPLAINFOURTH,THEESTABLISHMENTOFALLCUSTOMERSCOMPLAINEDTHATTHEDATABASEFORTIMELYTREATMENT

44、ANDPREVENTPUBLICRELATIONSCRISISSECOND,BUILDUPCUSTOMERLOYALTYDATABASETRACKEDONLYTHROUGHTHEANALYSISOFTHEDATABASEINORDERTOKNOWEXACTLYWHATENTERPRISECUSTOMERSHAVEASHAREOFINCREASEINNUMBER,HOWLONGACERTAINSHARECUSTOMERLOYALTYISTHECOREOFTHEDATABASERELATIONALDATABASE,WHICHCONSISTSOFASERIESOFRECORDSOFMARKETING

45、PROGRAMSCOMPOSEDOFDIFFERENTASPECTSOFSUBLIBRARIESLOYALCUSTOMERDATABASE,YOUCANOFFERPREMIUMSERVICESFORSTAFFINATIMELYMANNERTHEINFORMATIONREQUIREDTOCOLLECTALLTHERELEVANTDETAILSWITHCUSTOMERSTOCREATETHECONDITIONSSTRENGTHENTIESWITHCUSTOMERSQUICKLYFORTHEDEVELOPMENTOFNEWPRODUCTSANDCREATETHECONDITIONSFORTHEPRO

46、VISIONOFNEWSERVICESANDCUSTOMERSLONGTERMINTERACTIVETWOWAYCOMMUNICATIONTOPROVIDEPOTENTIALDEMAND,ANDMAYHAVETHOUGHTITMEETTHEIREXPECTATIONSOFNONTHINKOFTHEVALUEOFTHEPRODUCTSORSERVICES译文营销策略中的顾客满意度研究资料来源MARKETINGCUSTOMERSATISFACTION作者RALFBUCKLEY自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。一、顾客满意策略是现

47、代企业获得顾客“货币选票”的法宝随着时代的变迁,社会物质财富的极大充裕,顾客中的主体消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售

48、中、售后服务和咨询。也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合

49、成综合持久的竞争力,这就是CS策略所要解决的问题。CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标,自己满意为经营理念,而是以顾客满意,赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主,而是以争取顾客满意为经营理念。因此,营销策略的重心不再放在竞争对手身上而是放在顾客身上,放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值,顾客就基本满意；如果远远超越顾客的期望值,且远远高于其他同行,顾客才真正满意；如果企业能不断地或长久地令顾客满意,顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买,还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品,而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉1620个人,而每一个被告知者会再传播给1215个人。这样,一个不满意者会影响到二、三百人。在互联网普及的今天,其影响则更大。据美国汽车业的调查,一个满意者会引发8笔潜在的生意,其中至少有一笔会成交。而另一项调查表明,企业每增加5的忠诚顾客,利润就会增长2595。一个企业的80的利润来自20的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著