【正文】 上影響顧客的滿意程度，從而影響顧客的忠誠度。 產(chǎn)品。 3 三、顧客忠誠影響因素 品牌形象。再有 ,即使顧客對(duì)過去消費(fèi)過的某個(gè)品牌感到滿意 ,但由于搜尋成本極低 ,他會(huì)嘗試尋求一個(gè)令自己更滿意的品牌。 1. 培育忠誠顧客更加困難。這主要是因?yàn)?: (1) 節(jié)約成本 ,吸引位新顧客的成本是保留一位老顧客成本的五倍 ,吸引新顧客需要較的廣告費(fèi)用 、推銷費(fèi)用、銷售人員傭金等 ,而與老顧客交易可降低交成本 ,而且老顧客甚至可以向企業(yè)提出一些節(jié)約成本的建議 ； (2) 增銷售收入 ,忠誠的顧客重復(fù)購買、消費(fèi)公司的一種或數(shù)種產(chǎn)品 ,隨著間的推移 ,其購買數(shù)量也不斷增加 ,即老顧客對(duì)企業(yè)具有較大的生命期價(jià)值 ； (3) 企業(yè)可從忠誠顧客那里獲得較好口碑優(yōu)勢(shì) ,滿意忠誠的戶經(jīng)常向其親朋好友推薦某企業(yè)的產(chǎn)品或服務(wù) ,而這是一種成本低果好的廣告 ； (4) 企業(yè)可以獲得價(jià)格優(yōu)惠 ,因?yàn)楦鶕?jù)營銷學(xué)研究結(jié)果 ,新 2 顧客相比 ,老顧客對(duì)公司產(chǎn)品的提價(jià)并不敏感 ,很多老顧客愿意支較高價(jià)格從而獲得較好的產(chǎn)品與服 務(wù)。忠誠的顧客不僅重復(fù)購買或消某個(gè)品牌產(chǎn)品 ,還可能向其親朋好友推薦這個(gè)品牌產(chǎn)品。 1 電子商務(wù)環(huán)境下 的顧客忠誠 的研究 一、 顧客忠誠在網(wǎng)絡(luò)營銷背景下對(duì)企業(yè)仍然具有重要意義 互聯(lián)網(wǎng)的快速發(fā)展將對(duì)網(wǎng)絡(luò)營銷帶來很大的幫助。當(dāng)然 ,顧客誠的前提是顧客滿意 ,只有滿意的顧客才有可能培育成忠誠的顧客。 3. 增強(qiáng)顧客忠誠感可延長(zhǎng)企業(yè)增長(zhǎng)周期 ,使企業(yè)實(shí)現(xiàn)長(zhǎng)期可持續(xù)展 ,將一個(gè)商業(yè)體系要素顧客、雇員、投資者稱為 “ 忠誠的量 ”, 并指出他們之間關(guān)系 。顧客轉(zhuǎn)移成本是指顧客由消費(fèi)一種品牌轉(zhuǎn)移到另一種品牌所發(fā)生的成本、費(fèi)用 ,主要包括 :貨幣成本、精力成本、心理成本。所有這些對(duì)企業(yè)培育忠誠顧客來說都是嚴(yán)峻挑戰(zhàn) ,增加了培育的難度 ,降低了顧客的忠誠度。與傳統(tǒng)商務(wù)相比， E 環(huán)境下的顧客面對(duì)的是海量的商品信息，網(wǎng)絡(luò)消費(fèi)者在很大程度上會(huì)依賴網(wǎng)絡(luò)品牌為選擇依據(jù)。優(yōu)良的產(chǎn)品是形成顧客忠誠的基礎(chǔ)，消費(fèi)者只有獲得滿意的產(chǎn)品才有可能形成重復(fù)購買的欲望。 轉(zhuǎn)換成本。 顧客個(gè)人特征。顧客價(jià)值是顧客購買產(chǎn)品或服務(wù)時(shí)的總成本與總收益比較的結(jié)果。s increasingly petitive circumstances, enterprises must do their utmost to customer satisfaction, strong customer loyalty influence. Customer loyalty or brand loyalty means an Enterprise product or a brand preference for a more have partiality for mentality enduringly can be defined as: (1)The tendency of nonarbitrary), (2) The act reaction (. purchase), (3) Long on brand preference。s flawed system of regulation, consumers shopping online may face greater risk of the purchase, especially the risk of modity quality. Therefore, from this point of view of consumers to buy lower risk is likely to buy over the previous consumer brand products, and this tended to be loyal to a certain brand, easily enhanced sense of brand loyalty. Third, Customer Loyalty Factors Brand image: Compared with the traditional business, Environment customers faced with a flood of merchandise information, the work will be largely dependent on consumers to choose brands based on the work. To a certain extent, is the site of the domain name brands, and let customers in the vast Inter jib easily find their own website, a clear, concise and easy to remember domain name is to cultivate loyal customers prerequisite. Web site form: In this eyeball economy era, the first time how to arouse the attention of consumers, regardless of the traditional business or emerce enterprises, are crucial. E in the environment, first of all, site visitors design style is the first impression of the enterprise, a unique web site not only to attract customers, but also to allow its consumption of fun. Second, the Web site of information and rich content determines whether or not the interest of consumers on the website and perceived tendency attitude, and proceeded to affect customer satisfaction. Third, the fastpaced life of the people has bee increasingly impatient, speed and convenience is to ensure that consumers continued to patronize the basic security, ease of use website directly affect consumer perception value. Products: Good product is formed the basis of customer loyalty, consumers had access to the satisfaction of a repeat products can be purchased desire. Reliable work is the quality of consumer products on the basic requirements of good, and the same level of quality at a lower price is the fundamental driving force for customer loyalty. Customers buy products or services, in addition to smaller hope that the cost of access to more practical interests, the pursuit of a product