零售企业顾客忠诚度的影响因素探析_市场营销
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密 惠 保
零售顾客忠诚度的影响因素探析(14000字)
摘 要:随着国外各零售巨头纷纷进入中国，市场竞争日趋激烈，我国连锁超市面临着前所未有的挑战，有的连锁超市在激烈的竞争中几乎销声匿迹。顾客忠诚度的重要性在现代零售业显得尤为重要，找出影响顾客忠诚的因素并提高顾客忠诚度成为了连锁超市零售业需要解决的首要问题。因此，本文通过理论和实证两个方面对步步高连锁超市的顾客忠诚度及其影响因素进行了简单研究，主要对顾客满意、转换成本、顾客信任三个因素进行探讨。
关键词：顾客忠诚；零售企业；步步高超市；连锁超市；
Retailer of influence factors on customer loyalty
Abstract: With all the foreign retail giants have entered China, an increasingly competitive market, China's supermarket chain is facing unprecedented challenges, and some supermarket chains in the fierce competition in almost disappeared. The importance of customer loyalty is particularly important in modern retail to find out the factors that affect customer loyalty and increase customer loyalty as the supermarket retail industry need to solve the first problem. Therefore, this paper both theoretical and empirical aspects of backgammon supermarket chain factors affecting customer loyalty and simple research, mainly on customer satisfaction, switching costs, customer confidence in-depth discussions of three factors. [资料来源：www.THINK58.com]
Keywords: Customer loyalty; retail enterprises; backgammon supermarket; chain supermarkets