【正文】 成交。當(dāng)企業(yè)提供的產(chǎn)品和服務(wù)達(dá)到了顧客事先的期望值 ,顧客就基本滿意；如果遠(yuǎn)遠(yuǎn)超越顧客的期望值 ,且遠(yuǎn)遠(yuǎn)高于其他同行 ,顧客才真正滿意；如果企業(yè)能不斷地或長(zhǎng)久地令顧客滿意 ,顧 客就會(huì)忠誠(chéng)。 CS 時(shí)代 ,企業(yè)不再以 “ 自己為中心 ” ,而是以 “ 顧客為中心 ” ； “ 顧客為尊 ” 、 “ 顧客滿意 ” 不再是流于形式的口號(hào) ,而是以實(shí)實(shí)在在的行動(dòng)為基礎(chǔ)的企業(yè)經(jīng)營(yíng)的一門新哲學(xué)。 與消費(fèi)者價(jià)值追求變化相適應(yīng)的企 業(yè)間的競(jìng)爭(zhēng) ,也由產(chǎn)品競(jìng)爭(zhēng)、價(jià)格競(jìng)爭(zhēng)、技術(shù)競(jìng)爭(zhēng)、廣告競(jìng)爭(zhēng)、品牌競(jìng)爭(zhēng)發(fā)展到現(xiàn)今的形象競(jìng)爭(zhēng)、信譽(yù)競(jìng)爭(zhēng)、文化競(jìng)爭(zhēng)和服務(wù)競(jìng)爭(zhēng) ,即顧客滿意競(jìng)爭(zhēng)。 二、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶 隨著時(shí)代的變遷 ,社會(huì)物質(zhì)財(cái)富的極大充裕 ,顧客中的主體 ——— 消費(fèi)者的需求也先后跨越了物質(zhì)缺乏的時(shí)代、追求數(shù)量的時(shí)代、追求品質(zhì)的時(shí)代 ,到了 20 世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時(shí)代。文章涉及到一個(gè) 關(guān)鍵的審查的客戶滿意關(guān)系 ,并開發(fā)出更全面的觀點(diǎn)的客戶質(zhì)量的感知。 Dant, R. P. (2021). The theoretical domains of retailing research: a retrospective. Journal of Retailing, 85(2), 113–128. 6 Journal of Consumer Marketing， 2021（ 7） ： 96100 顧客滿意營(yíng)銷 策略 哈洛韋爾 約翰威利公司 . 摘要 ： 客戶的滿意與一個(gè)公司的產(chǎn)品或服務(wù)時(shí)常被視為最關(guān)鍵的一個(gè)企業(yè)的成功和長(zhǎng)期的競(jìng)爭(zhēng)力。 Moore, E. S. (2021). What does the definition of marketing tell us about ourselves,Journal of Public Policy and Marketing, 26, 269–276. [4]Vargo, S. L., amp。 for the development of new products and create the conditions for the provision of new services。 third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer plain。s era of emotional consumption, the pursuit of Heart of satisfaction and a sense of fulfillment of goods, is highly personalized valueadded value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today39。s needs and values, standing customer point of view of product development, design, personalized, personalized valueadded products and services, is correct , but must allow users to join product design. Use of the Inter and CAD technology with customers to establish effective munication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many panies use a service called: Product Configurator system to help users with the participation of product design. That is stored in the puter where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Inter , according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of The Little Prince fridge, or change channels without dazzling color TV, Haier39。s secret of success in 20 years. In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer money votes. The CS strategy is the magic weapon for winning such a vote. Second, customer satisfaction, the main steps in marketing strategy First, to establish the level of corporate culture customercentric, customer interests first, and customer satisfaction as the goal of philosophy. CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the pany39。 loyal customers will not only actively remend to others to buy his products, and promotional activities of petitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 1620 individuals, and each one was told who will then spread to 1215 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Inter, its impact is even greater. According to the . auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% 95%. 80% of a pany 20% of the profits from loyal customers。 customer, customer satisfaction is no longer a mere formality of the slogan