【正文】 or service more personalized and more diversified. The quality of service: Customer loyalty, highlevel pany often depends on the level 9 of services provided, and impact on customer service quality is an important behavioral intention decisive factor (Cronin, 2021). E in the environment, the quality of service in the performance of the main criteria: enterprise customers can conveniently and quickly exchange interaction。 enterprises can to provide customers with personalized and customized services。 (5) Involves choosing the domain of one or more brands (6) Psychological process (decisionmaking, evaluation) function. Loyal repeat customers not only buy a certain brand or product Consumers may also remend the brand to their friends and family products. Of course, customersis the 6 premise of customer satisfaction, customer satisfaction can only be developed into loyal customers? Loyal customers are of great significance to enterprises, mainly manifested in several ways. 1. Enhance customer loyalty influence can improve business productivity. Measuring customer loyalty sense of a weight indicator is customer retention. Bain amp。為此 ,可采取價(jià)值分析方法分析顧客的核心需要與所追求的利益。包括顧客不同的網(wǎng)絡(luò)卷入度，不同的技術(shù)嗜好、不同的服務(wù)要求、不同的價(jià)格敏感度，以及前期交易經(jīng)驗(yàn)等特征，使得不同的在線顧客具有千差萬(wàn)別的網(wǎng)絡(luò)品牌忠誠(chéng)度 。但如果電子商務(wù)企業(yè)采用特別的方式增加顧客的學(xué)習(xí)認(rèn)知成本，延遲顧客所得利益，建立與顧客之間的結(jié)構(gòu)性紐帶或?qū)︻櫩妥鞒瞿承┓e極承諾，那么顧客在遭遇退出障礙時(shí)就會(huì)表現(xiàn)出對(duì)某一企業(yè)的忠誠(chéng)。顧客在購(gòu)買產(chǎn)品或服務(wù)時(shí)，除了希望以較小的成本獲取更多的實(shí)際利益外，更加追求產(chǎn)品或服務(wù)的個(gè)性化及多樣化。 客戶 [飛諾網(wǎng) ] 網(wǎng)站形式。如前所述 ,顧客的忠誠(chéng)感與其感知的購(gòu)買風(fēng)險(xiǎn)有關(guān)。而在網(wǎng)絡(luò)營(yíng)銷背景下 ,顧客可以在電腦屏幕前輕輕一按鼠標(biāo) ,幾秒鐘之內(nèi)就可以獲得成千上萬(wàn)條有關(guān)所需要產(chǎn)品的品牌、價(jià)格、形狀、功能、特征等信息。 二、網(wǎng)絡(luò)營(yíng)銷條件下顧客忠誠(chéng)的雙重性 顧客對(duì)某一品牌或企業(yè)的忠誠(chéng)度取決于幾個(gè)因素 :轉(zhuǎn)移成本 。衡量顧客忠誠(chéng)感的一個(gè)重指標(biāo)是顧客保持率。網(wǎng)絡(luò)營(yíng)銷的發(fā)展和成功在很大程度上可以歸納為兩個(gè)因素：一個(gè)是人們?cè)谠诰€商務(wù)上建立的信任關(guān)系，另一個(gè)是他們網(wǎng)上進(jìn)行的商業(yè)交易的時(shí)候感受到的安全程度，即，信任程度。 在當(dāng)今競(jìng)爭(zhēng)日益激烈的情況下 ,企業(yè) 必須盡最大努力讓顧客滿意 ,增 強(qiáng)顧客的忠誠(chéng)感。 2. 增強(qiáng)顧客忠誠(chéng)感可提高企業(yè)利潤(rùn)率。對(duì)此品牌過(guò)去消費(fèi)的滿意度。因此 ,顧客很可能不 停地轉(zhuǎn)換品牌以期獲得更大收益。由于通過(guò)網(wǎng)上無(wú)法接觸到商品 實(shí)體 ,目前的技術(shù)很難完全過(guò)濾掉虛假、過(guò)時(shí)信息 ,再加上網(wǎng)絡(luò)監(jiān)管法規(guī)制度的不完善 ,消費(fèi)者在網(wǎng)上購(gòu)物可能面臨較大的購(gòu)買風(fēng)險(xiǎn) ,特別是有關(guān)商品質(zhì)量方面的風(fēng)險(xiǎn)。其次，網(wǎng)站的信息和內(nèi)容豐富與否決定了消費(fèi)者對(duì)網(wǎng)站的興趣傾向和知覺(jué)態(tài)度，進(jìn)而影響顧客滿意度。在 E 環(huán)境下，服務(wù)質(zhì)量的衡量標(biāo)準(zhǔn)主要表現(xiàn)在：顧客能否與企業(yè)方便、快捷地進(jìn)行互動(dòng)交流；顧客能否得到完善的物流配送服務(wù)。一項(xiàng)針對(duì)網(wǎng)上購(gòu)物者的匿名調(diào)查發(fā)現(xiàn)，驅(qū)使顧客在一個(gè)特定網(wǎng)站購(gòu)物的最主要的動(dòng)力不是低廉的價(jià)格和廣泛的商品選擇機(jī)會(huì)，而是他們所信任的 “一個(gè)網(wǎng)址 ”。它包括三個(gè)層次 :財(cái)務(wù)層次、社交層次、結(jié)構(gòu)層次。 3. 恪守信用 ,取信于顧客。s products is not sensitive to price increases, many customers are willing to support the elderly higher prices to get better products and services. 3. Enhance customer loyalty influence extended enterprise growth cycles, enable enterprises to achieve longterm sustainable outreach. Reichheld system will be a mercial element of customers, employees, investors known as the loyal quantity, and pointed out that relations between them are as follows plans: Dell, eBay, Varguard 7 panies such as experience and , who studies show that: customer loyalty not only to the traditional business model of significant business in the emerce conditions with the same meaning. Second, under the conditions of emerce the dual loyalty of the customer . A brand of customer loyalty or business depends on several factors: the transfer cost of the availability of substitute products。 customer satisfaction can only be loyal to a particular enterprise. 3. Basics, win the trust of the customers. The former have analyzed, the emerce environment consumers will face a greater risk of purchase, if a business enterprise in the whole process of being honest and trustworthy, truthful information to their customers’ transfer, it easier to win the trust of customers, only to enterprises loyal customers, the customer can be loyal to the enterprise.