【正文】 　　 日　　期：　　 　 　　 使用授權(quán)說明本人完全了解 大學(xué)關(guān)于收集、保存、使用畢業(yè)設(shè)計（論文）的規(guī)定，即：按照學(xué)校要求提交畢業(yè)設(shè)計（論文）的印刷本和電子版本；學(xué)校有權(quán)保存畢業(yè)設(shè)計（論文）的印刷本和電子版，并提供目錄檢索與閱覽服務(wù)；學(xué)?？梢圆捎糜坝?、縮印、數(shù)字化或其它復(fù)制手段保存論文；在不以贏利為目的前提下，學(xué)?？梢怨颊撐牡牟糠只蛉績?nèi)容。除了文中特別加以標(biāo)注引用的內(nèi)容外，本論文不包含任何其他個人或集體已經(jīng)發(fā)表或撰寫的成果作品。本人完全意識到本聲明的法律后果由本人承擔(dān)。本人授權(quán)　　 　 　大學(xué)可以將本學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進行檢索，可以采用影印、縮印或掃描等復(fù)制手段保存和匯編本學(xué)位論文。作者簽名： 日期： 年 月 日導(dǎo)師簽名： 日期： 年 月 日摘 要隨著國內(nèi)經(jīng)濟的快速發(fā)展和生活水平的提高，使得一些具有戰(zhàn)略意識的服務(wù)企業(yè)開始重視服務(wù)所帶來的經(jīng)濟效益，即使是傳統(tǒng)的產(chǎn)品生產(chǎn)商必須提供受客戶歡迎的服務(wù)，以滿足客戶的需求。本文在客戶忠誠度的基礎(chǔ)上研究客戶忠誠度與服務(wù)質(zhì)量管理的關(guān)系，探討客戶忠誠與服務(wù)質(zhì)量的深層聯(lián)系，通過分析客戶忠誠的價值構(gòu)成，指出客戶忠誠有助于提高客戶感知服務(wù)質(zhì)量。本文通過對客戶感知服務(wù)質(zhì)量的深入研究，結(jié)合客戶感知服務(wù)質(zhì)量的驅(qū)動模型，得出在客戶忠誠度的基礎(chǔ)上，要想提高客戶感知服務(wù)質(zhì)量必須從影響客戶忠誠的源泉出發(fā)，即客戶經(jīng)歷的服務(wù)質(zhì)量和客戶預(yù)期的服務(wù)質(zhì)量。關(guān)鍵詞： 服務(wù)質(zhì)量 客戶滿意度 客戶忠誠度Title Quality management research of customer perceived based on customer loyaltyAbstractWith the rapid economic development and improving the living standard, many service enterprises with a strategic awareness have realized the economic profit that the service to satisfy the customer’ need .However, the customers’ need in the Service Economy Age is increasing constantly , and the pursuit of better service quality is also unceasingly advancing. In this dynamic process, it is an inequitable problem for the enterprises to consider how to achieve customer satisfaction by sustaining the service quality in customer services.In this paper, customer loyalty based on the study of customer loyalty and service quality management of the relationship between customer loyalty and service to explore the quality of the deep links through the analysis of the value of customer loyalty constitutes that customer loyalty will help increase customer perceived service quality. On the other hand, this paper creates a chart to analyze ways to promote customer loyalty, and on this basis an analysis of the factors affecting these ways, the ultimate aim is to achieve customer loyalty results，and an enterprise acquire a special petition advantage, and a longterm development by excellent service quality in the tough marker petition.Based on customer perceived service quality indepth research, bined with customer perception of service qualitydriven model, to draw in customer loyalty, based on in order to improve customer perceived service quality must be the source of the impact of customer loyalty, the customer experience that is service quality and customer expectations of service quality. In this paper, the quality of service to expect from the content and characteristics of the starting, in the customer loyalty by exploring the basis of perceived service quality and customer relations, customer loyalty made to enhance customeroriented service quality perceptions of integrated thinking.Keywords service quality customer satisfaction Customer loyal目 次1 引言 1 1 研究的目的和意義 1 文獻綜述 1 研究的內(nèi)容和方法 22 研究范疇界定及相關(guān)理論 3 服務(wù)質(zhì)量概述 3 客戶忠誠的內(nèi)涵 4 客戶滿意度的內(nèi)涵 43 客戶忠誠下的客戶感知服務(wù)質(zhì)量 5 客戶經(jīng)歷的服務(wù)質(zhì)量產(chǎn)生感知服務(wù)質(zhì)量 5 客戶化程度可以提高客戶經(jīng)歷的服務(wù)質(zhì)量 6 服務(wù)的可靠性可以提高客戶經(jīng)歷的服務(wù)質(zhì)量 6 客戶預(yù)期的服務(wù)質(zhì)量產(chǎn)生客戶感知服務(wù)質(zhì)量 6 感知服務(wù)帶來客戶滿意度 6 可靠性服務(wù)提高客戶感知的服務(wù)質(zhì)量 7 差異性服務(wù)提高客戶感知的服務(wù)質(zhì)量 7 對不同客戶進行客戶滿意管理 7 客戶滿意度的高低產(chǎn)生客戶不同反應(yīng) 9 客戶忠誠是在高滿意度的基礎(chǔ)上 9 低的客戶滿意度帶來客戶抱怨 104 客戶忠誠對提高客戶感知服務(wù)質(zhì)量的途徑 10 堅持以客戶為中心的理念 10 建立全面的客戶數(shù)據(jù)庫和完善的客戶關(guān)系管理系統(tǒng) 11 定期開展客戶忠誠度調(diào)查及評估 11 建立內(nèi)部員工的培訓(xùn)和交流系統(tǒng) 11結(jié)論 12致謝 13參考文獻 141 引言當(dāng)今，人們的需求正變得多種多樣，需求正呈現(xiàn)多樣化、個性化的特征，客戶對服務(wù)質(zhì)量的要求已不能簡單地滿足與在特定的服務(wù)場所所接受到規(guī)范化的服務(wù)，而是對服務(wù)質(zhì)量提出更高的要求?？蛻舳嘧兊男枨笫沟闷髽I(yè)不再能坐視其占據(jù)的市場份額而沾粘自喜，據(jù)調(diào)查使得客戶再次光臨企業(yè)的主要因素首先是服務(wù)質(zhì)量的好壞，其次是產(chǎn)品本身，再次是價格