外文文献-英文文献-顾客满意策略与顾客满意

Marketing Customer Satisfaction

Since the late eighty s of the 20th century, the customer satisfaction strategy has increasingly become the enterprise has more customers share, overall management means of gaining competitive advantage.

Strategy, customer satisfaction is the modern enterprise to obtain customers "currency vote" Change over time, the great abundance of social material wealth, customers also has the subject -- the demands of consumers in the across the material lack of times, the pursuit of the number of times, the pursuit of quality of the era, in the late eighty s of the 20th century into the era of the emotional consumption. In our country, with the rapid development of economy, we also have rapidly across the material lack of times, the pursuit of the number of times and the pursuit of quality of the era, to this day, step by step towards the emotional consumption age. In the emotional consumption era, companies with similar products has been achieved at the same time, homogeneity, can, same price, consumers pursue is no longer the quality, function and price, but comfortable, convenient, safe and secure, speed, newly established, environmental protection, clean, pleasant, interesting, consumers increasingly focus on the product can bring vitality to their lives, enrichment, comfortable, aesthetic and spiritual culture grade, and exceed consumer expectations of pre-sale, sale, after-sales service and consulting. That is to say, people's pursuit of today is to have the sense of fulfillment and satisfaction to the heart of goods, is a high value-added goods and services, the pursuit of values and consciousness, personalized and diversified intangible satisfaction era has come.

And adapt to changing consumer value pursuit of the competition between enterprises, also by the product competition, price competition, technological competition, advertisement competition, brand competition development to today's image, reputation, cultural competition and service competition, competition of customer satisfaction. This competition is the enterprise in the field of wide Angle, width of space and time within the scope of the high-level, embodies the comprehensive strength of competition. It includes organization innovation, technology innovation, management innovation, the industrial foresight, product research and development force, centripetal force, service customers, customer affinity, peer RenTongLi, social contribution, pr communication communication forces driving force, enterprise culture, environmental adaptability, and so on. How these integrated image force and the synthetic integrated lasting competitiveness, which is CS strategy to solve the problem. CS era, enterprise is no longer centered on "self", but in the "customer as the center"; "Customers for honour", the slogan of "customer satisfaction" is no longer a mere formality, but the real action based enterprise management of a new philosophy. Companies are no longer with standard quality, your satisfaction is the management idea, but in customer satisfaction, business philosophy to win the customer high loyalty. The focus of enterprise management strategy is no longer to gain or maintain market share, but to gain customer satisfaction as the business philosophy. Therefore, the focus of the marketing strategy is no longer the competitors, but on the customers, and on the demand of the reality and potential customers. When companies provide products and services to customers in advance of expectations, customer basic satisfied; If far exceed customer expectations, and far higher than other peers, customers truly satisfied; If the enterprise can continuously or for long to customer satisfaction, customer loyalty. Loyal customers will not only constantly repeat