【正文】 I Abstract Abstract:Customers can choose to products with the expansion of the scope, market petition is aggravate and customer for the improvement of cost, foster and maintenance of customer loyalty bee the key of enterprise survival and development. Because get new customers need to pay the cost often higher than maintain old customer (customer loyalty) costs, particularly in supply exceeds demand market pattern, gain new customer cost will be more and more expensive. But new customers for enterprise profit contribution just less than old customer, in some industries, new customers in the short term to enterprise cannot even provide profits. Formulation and implementation customer loyalty management strategy, to provide customers with prehensive, differential service, improve customer delivered value, fulfill the height of the customer mitment, shape brand image is the enterprise keep and customer longterm, interactive relation of the important guarantee. Therefore, how to establish and protect customer loyalty has bee a customer relationship management theory and corporate attention a focal point. Key words: The customer loyalty ； Brand； Marketin I 目錄 摘 要 ................................................................................................................................... 2 Abstract ................................................................................................................................. I 一、顧客忠誠度的概述 ...................................................................................................... 2 （一）顧客忠誠度的涵義 .................................................................................... 2 客忠誠度的定義 ............................................................................................ 2 ............................................................................................ 2 （二）顧客忠誠度的作用 .................................................................................... 3 ............................................................................................ 3 ............................................................................................................ 3 .................................................................................................... 3 二、影響顧客忠誠度的宏觀因素 ...................................................................................... 4 （一）企業(yè)的形象 ................................................................................................ 4 .................................................................................................... 4 ............................................................................................................ 4 ............................................................................................................ 4 （二）企業(yè)創(chuàng)新能力 ............................................................................................ 5 ................................................................................................ 5 ................................................................................................ 5 （三）企業(yè)文化背景 ............................................................................................ 6 三、影響顧客忠誠度的微觀因素 ...................................................................................... 7 （一）顧客滿意因素 ............................................................................................ 7 ............................................................................................................ 7 ................................................................................................ 7