《顾客忠诚管理CL》PPT课件

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1、CustomerLoyaltyManagementTeacher：LiShanE-mail：lishan@scu.edu.cnMob：139-8171-8889CustomerLoyaltyManagement一、CustomerLoyalty顾客忠诚感二、CustomerChoice客户选择三、CustomerLifeManagement客户生命周期管理四、CustomerRetention客户挽留五、CustomerLoyaltyProgram顾客忠诚计划CustomerLoyaltyManagement一、Customerloyalty(CL)CS=CL1、Whoisloyal?？忠诚者

2、Loyalty潜在忠诚者LatentLoyalty虚假忠诚者SpuriousLoyalty不忠诚者NoLoyaltyLowrepeatpurchase高续购率Highrepeatpurchase低续购率Verypreference态度高Lesspreference态度低ClassificationofloyalcustomersCustomerLoyaltyManagement一、Customerloyalty(CL)2、WhatisCL?CustomerLoyalty：指顾客长期购买自己偏爱的产品或服务的强烈意愿，以及顾客实际的重复购买行为。Intention+BehaviorSomedif

3、ferenceofCLbetweenproduct&serviceService-orientedbusinessesaremorelikelytoestablishclosecontactwithcustomers.Serviceconsumersaremorelikelytoformasenseofloyalty.Servicebusinesseshavemoreopportunitiestocultivatecustomerloyalty.Greaterriskforcustomerperceptionstoservice.Customersmaybeloyaltodifferentob

4、jects.——RichardOliver(1980)CustomerLoyaltyManagement一、Customerloyalty(CL)3、HowtomeasureCL?LoyaltyCognitive认知性忠诚感Emotional情感性忠诚感Intent意向性忠诚感Behavioral行为性忠诚感——RichardOliver(1999)toMeasureBehavioralloyalty:quantity,frequencyofpurchase,shareofwallet……toMeasureEmotionalloyalty:reallylikebusinesstoMeasure

5、Cognitiveloyalty:remindfirst,choosefirst,rangeofpricefluctuations,morepreferredtoMeasureIntentloyalty:CognitiveEmotionalIntentBehavioralFormationprocess:CustomerLoyaltyManagement一、Customerloyalty(CL)4、SignificanceofCLtocorporation重复购买行为口头宣传向企业反馈信息价格敏感度低包容企业错误repeatpurchasewordofmouthfeedbackinformat

6、ionLowpricesensitivity,PremiumpricecontainmenterrorCustomerLoyaltyManagement一、Customerloyalty(CL)5、CustomerloyaltyCycleCustomerLoyaltyManagement一、Customerloyalty(CL)6、FactorsofCLTransactionalloyaltyFrequencyCustomershareEmotionalLoyaltyRecommendPaypremiumprice/perfectyourproductSatisfactionlevelprod

7、uct/service/relationship/priceCompetitionlevelByindustryBycompetitivenessCustomerloyaltyfactorCustomerLoyaltyManagement二、CustomerChoice1、市场细分变量segmentationdescriptorsSegmentingpartitioningTargetingPos