【正文】 BACHELOR39。S DEGREE THESIS OF CISAU Affects the Customer Loyalty Factor Analysis College ： Department of Business and Public Management Subject ： Marketing Name ： Yan Zhendong Number ： 2020304227 Director ： Zhao Xianghua June 2020 鄭 重 申 明 本人呈交的學位論文，是在導師的指導下，獨立進行研究工作所取得的成果，所有數(shù)據(jù)、圖片資料真實可靠。對本論文所涉及的研究工作做出貢獻的其他個人和集體，均已在文中以明確的方式標明。 本人簽名： 日期： 摘 要 隨著 21 世紀區(qū)域經(jīng)濟一體化與世界經(jīng)濟全球化的不斷深化 ,企業(yè)競爭環(huán)境正在經(jīng)歷前所未有動蕩和變化。所以，在培養(yǎng)顧客忠誠度的前提下，企業(yè)才能在激烈的市場環(huán)境競爭中站穩(wěn)腳跟。同時，由于企業(yè)競爭 環(huán)境發(fā)生了前所未有的深刻變化，人們對物質生活和精神生活的需求越來越高，市場競爭變得更加激烈，市場營銷也在進行著一場新的革命。因此，本文將從顧客忠誠度的內涵、特征、分類、發(fā)展問題及影響顧客忠誠度的因素等方面來分析顧客忠誠度，并對現(xiàn)階段如何提高和維護顧客忠誠度提出自己的一些意見和建議，為企業(yè)能夠在有效的制定和實施各種顧客管理策略時提供參考。s businesses have to. So cultivate customer loyalty bees deciding whether a firm foothold in the highly petitive market environment conditions. So, it must in the formulation of development strategies must be taken into account to customer loyalty, enabling businesses to develop healthy and stable. Meanwhile, the petitive environment has undergone unprecedented and profound changes in the demand for the material and spiritual life of the increasingly high, the market petition bees more intense, marketing is also engaged in a new revolution. People more and more the focus of attention focused on customer loyalty, so great changes can bring to the development of enterprises, and enterprises to be invincible foundation is in how to keep old customers while developing new customers . This, this article will respect the meaning of loyalty, characteristics, classification, development issues and factors that affect customer loyalty and so on to analyze customer loyalty, and how to improve and maintain customer loyalty at this stage to put forward some suggestions and suggestions and provide a reference for enterprises to develop and implement an effective customer management strategies at the time. Key Words:quality of service。 corporate brand customer trust 目 錄 一、顧客忠誠度的概述 .................................. 1 （一）顧客忠誠度的含義 ............................................ 1 （二）顧客忠誠的特點 .............................................. 1 .................................................... 1 .................................................... 2 .................................................... 2 （三）顧客忠誠的類型 .............................................. 2 .................................. 2 、對產(chǎn)品的滿意度分類 .............. 3 二、忠誠度的衡量標準 .................................. 3 （一）行為維度 .................................................... 3 （二）時間維度 .................................................... 4 （三）情感維度 .................................................... 4 三、顧客忠誠度發(fā)展中存在的問題 ......................... 4 （一）忽視老顧客的訴求 ............................................ 5 （二）提升策略缺乏持久性 .......................................... 5 四、顧客忠誠度的影響因素分析 ........................... 5 （一）顧客忠誠度的層次 ............................................ 5 （二）具體的影響因素 .............................................. 6