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如今在互联网环境下,顾客忠诚也同样重要。由于互联网打破了时间空间的限制,许多以前不可能办到的事情,如今都成为可能。广州的顾客可以在家里享受到北京的教学资源,在淘宝网上也能够搜索到天南海北各种各样心仪的商品。并且事实上,在如今“互联网+”的环境下,客户忠诚也是互联网企业营销计划的潜在目标,很多企业盲目地追求顾客满意,并没有在满意的基础上对顾客的网络忠诚进行具体的分析与研究。[1]这篇文章根据前人在顾客价值,顾客满意,转换成本以及顾客忠诚上的研究,结合互联网环境的特点,设计了顾客忠诚研究问卷,以北京理工大学学生为实验样本,研究了顾客满意与转换成本对顾客忠诚的影响。
Customer loyalty is equally important today in the Internet. With the Internet breaking the limits of time and space, many things that were impossible before can now be made possible. Guangzhou customers can enjoy teaching resources at home in Beijing, Taobao also be able to search for a wide range of favorite products. And in fact, customer loyalty is also a potential target of Internet enterprise marketing plan under the circumstance of “Internet + ”. Many enterprises blindly pursue customer satisfaction and do not conduct specific Analysis and research. Based on the previous research on customer value, customer satisfaction, conversion cost and customer loyalty, this article designed a customer loyalty research questionnaire based on the characteristics of the Internet environment. Taking Beijing Institute of Technology as an example, The Impact of Satisfaction and Switching Costs on Customer Loyalty.