基于有限理性的顾客满意及其对策研究
Customer Satisfaction Based on Limited Rationality and the Strategies
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摘要: 顾客满意是提高企业竞争力的重要措施。在综述了国内外有关顾客满意理论研究的基础上,讨论了基 于有限理性的顾客和顾客满意的本质含义;然后建立了多变量顾客满意的模型,辨析了构成顾客满意模型的多 变量之间的关系。最后,从企业形象战略的再塑、全面顾客满意、可视化柔性决策和客户关系管理4个方面对顾 客满意的对策进行了研究。Abstract: Customer satisfaction is an important measure to improve the competitive power of enterprises. This paper begins with a summary of theoretical researches on customer satisfaction at home and abroad, followed by a discussion on the essential implication of customer and customer satisfaction based on limited reason. Then, a multi-variable customer satisfaction model is established, and the relationships among the multi-variables composing the model are analyzed. Finally, the strategies for customer satisfaction are studied from four aspects, i.e., re-engineering of corporation image, comprehensive customer satisfaction, visual flexible decision-making, and customer relationship management.
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Key words:
- modeling /
- enterprises standards /
- limited reason /
- customer satisfaction /
- strategies
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