【正文】 買的行為，這種形式的忠誠可以通過諸如購買份額、購 買頻率等指標來衡量。同 時在客戶忠誠基礎(chǔ)上提出了提高客戶感知服務(wù)質(zhì)量的途徑。忠誠客戶所帶來的經(jīng)濟效益也是巨大的。服務(wù)過程是一線員工與客戶進行面對面的交流和互動的過程，員工不僅要具備專業(yè)的 技能和知識要求，還要提升自身的服務(wù)理念，設(shè)身處地的站在客戶的角度考慮客戶真正的、藏在內(nèi)心深處的需求，發(fā)掘客戶的潛在需求，在此基礎(chǔ)上提出個性化和專業(yè)化的服務(wù)，只有這樣才能提高客戶感知服務(wù)質(zhì)量。另一方面，本文建立圖表進行分析促成客戶忠誠的途徑，并在此基礎(chǔ)上分析了影響這些途徑的因素，目的是 最終達成客戶忠誠的結(jié)果。 涉密論文按學校規(guī)定處理。對本文的研究做出重要貢獻的個人和集體，均已在文中以明確方式標明。對本研究提供過幫助和做出過貢獻的 個人或集體，均已在文中作了明確的說明并表示了謝意。盡我所知，除文中特別加以標注和致謝的地方外，不包含其他人或組織已經(jīng)發(fā)表或公布過的研究成果，也不包含我為獲得 及其它教育機構(gòu)的學位或?qū)W歷而使用過的材料。除了文中特別加以標注引用的內(nèi)容外，本論文不包含任何其他個人或集體已經(jīng)發(fā)表或撰寫的成果作品。本人授權(quán) 大學可以將本學位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進行檢索，可以采用影印、縮印或掃描等復制手段保存和匯編本學位論文。 本文在客戶忠誠度的基礎(chǔ)上研究客戶忠誠度與服務(wù)質(zhì)量管理的關(guān)系，探討客戶忠誠與服務(wù)質(zhì)量的深層聯(lián)系，通過分析客戶忠誠的價值構(gòu)成，指出客戶忠誠有助于提高客戶感知服務(wù)質(zhì)量。 關(guān)鍵詞： 服務(wù)質(zhì)量 客戶滿意度 客戶忠誠度 IV Title Quality management research of customer perceived based on customer loyalty Abstract With the rapid economic development and improving the living standard, many service enterprises with a strategic awareness have realized the economic profit that the service to satisfy the customer’ need .However, the customers’ need in the Service Economy Age is increasing constantly , and the pursuit of better service quality is also unceasingly advancing. In this dynamic process, it is an inequitable problem for the enterprises to consider how to achieve customer satisfaction by sustaining the service quality in customer services. In this paper, customer loyalty based on the study of customer loyalty and service quality management of the relationship between customer loyalty and service to explore the quality of the deep links through the analysis of the value of customer loyalty constitutes that customer loyalty will help increase customer perceived service quality. On the other hand, this paper creates a chart to analyze ways to promote customer loyalty, and on this basis an analysis of the factors affecting these ways, the ultimate aim is to achieve customer loyalty results， and an enterprise acquire a special petition advantage, and a longterm development by excellent service quality in the tough marker petition. Based on customer perceived service quality indepth research, bined with customer perception of service qualitydriven model, to draw in customer loyalty, based on in order to improve customer perceived service quality must be the source of the impact of customer loyalty, the customer experience that is service quality and customer expectations of service quality. In this paper, the quality of service to expect from the content and characteristics of the starting, in the customer loyalty by exploring the basis of perceived service quality and customer relations, customer V loyalty made to enhance customeroriented service quality perceptions of integrated thinking. Keywords service quality customer satisfaction Customer loyal VI 目 次 1 引言 .............................................................. 1 選題背景 ..................................................... 1 研究的目的和意義 ............................................ 1 文獻綜述 .................................................... 1 研究的內(nèi)容和方法 ............................................ 2 2 研究范疇界定及相關(guān)理論 ............................................ 3 服務(wù)質(zhì)量概述 ................................................ 3 客戶忠誠的內(nèi)涵 .............................................. 4 客戶滿意度的內(nèi)涵 ............................................ 4 3 客戶忠誠下的客戶感知 服務(wù)質(zhì)量 ...................................... 5 客戶經(jīng)歷的服務(wù)質(zhì)量產(chǎn)生感知服務(wù)質(zhì)量 .......................... 5 客戶化程度可以提高客戶經(jīng)歷的服務(wù)質(zhì)量 ................... 6 服務(wù)的可靠性可以提高客戶經(jīng)歷的服務(wù)質(zhì)量 ................. 6 客戶預期的服務(wù)質(zhì)量產(chǎn)生客戶感知服務(wù)質(zhì)量 ...................... 6 感知服務(wù)帶來客戶滿意度 ...................................... 6 可靠性服務(wù)提高客戶感知的服務(wù)質(zhì)量 ....................... 7 差異性服務(wù)提高客戶感知的服務(wù)質(zhì)量 ....................... 7 對不同客戶進行客戶滿意管理 ............................. 7 客戶滿意度的高低產(chǎn)生客戶不同反應(yīng) ............................ 9 客戶忠誠是在高滿意度的基礎(chǔ)上 ......