顾客忠诚是服务企业获取利润和持续竞争力的源泉。顾客转换成本的存在影响了企业的竞争策略。服务企业加强顾客转换成本管理,必须关注顾客需求变化,提高顾客感知价值,建立良好的合作关系,提供差别化服务,丰富营销激励措施,这样才能促进顾客保留,提高顾客忠诚度。 Customer loyalty is a source of service companies gaining profit and sustainable competitiveness. The existence of customer conversion costs has affected the competitive strategy of enterprises. In order to enhance customer cost management, service enterprises must pay attention to changes in customer needs, enhance customer perceived value, establish good cooperative relations, provide differentiated services and enrich marketing incentives in order to promote customer retention and increase customer loyalty.