摘要
过去的研究发现,虽然企业产品或服务已经达到了新顾客的期望,但依然无法阻止他们的流失,较高的新顾客流失率已经成为困扰企业发展的一个因素之一。因此,探究新顾客的消费评价机理对于降低新顾客流失率变得越来越重要。作者认为,相对于老顾客,新顾客对企业的产品和服务更为挑剔,并从理论上推导了造成这种现象的内在机理。研究结论表明,企业应该更加注重对新顾客的管理,必须通过提供超越顾客期望的产品或服务以突破冷漠满意区间,给新顾客留下难以忘记的良好印象,从而提高新顾客开发成功率。
Some researches find that, as a matter of fact, even very satisfied new customers can nevertheless subsequently switch to a competitor, high defecting rate of new customers have been a severe problem that hamper the development of enterprises. So, it＇ s very worth-while to explore the customer evaluation process of a new consumes experience and give some wise advise to cut down the defecting rate. This paper find out that, compared with old customer, new customers are more sensitive to service failure and more likely to switch, so, we must pay more attention to new customers than we did in the past. And meanwhile, to get a high customer acquisition rate, we must supply excellent product and service to surpass the customers＇ expectation, give them a profound impression and pull them out of zone of indifference.
出处
《预测》
CSSCI
2008年第4期25-30,共6页
Forecasting
基金
国家自然科学基金资助项目(70672022)
关键词
顾客满意
顾客忠诚
冷漠区间
顾客保留
期望失验
customer satisfaction
customer loyalty
zone of indifference
customer retention
expectancy-disconfirmation
