资源描述：
《毕业设计(论文)：营销策略理论与实践研究_论文》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、浅议营销策略理论与实践附带外文翻译毕业论文二O—一年三月六日JournalofConsumerMarketing,2005(7)：96-100MarketingCustomerSatisfactionRHallowellJohnWileyandSons,Inc.Abstract:Customersatisfactionwithacompany'sproductsorservicesisoftenseenasthekeytoacompany'ssuccessandlong-termcompetitiveness.Inthe
2、contextofrelationshipmarketing,customersatisfactionisoftenviewedasacentraldeterminantofcustomerretention.However,thefewempiricalinvestigationsinthisareaindicatethatadirectrelationshipbetweentheseconstructsisweakorevennonexistent.Theoverallpurposeofthisarticleisto
3、developaconceptualfoundationforinvestigatingthecustomerretentionprocess,withtheuseoftheconceptsofcustomersatisfactionandrelationshipquality.Thearticleinvolvesacriticalexaminationofthesatisfaction-retentionrelationship,andthedevelopmentofamorecomprehensiveviewofth
4、ecustomer'squalityperception.Keywords:customer；Satisfaction；MarketingFirst,customersatisfactionstrategyistogetamodernenterprisecustomers,Hmoneyvotes'*magicweaponWiththechangingtimes,thegreatabundanceofmaterialwealthofsociety,customersinthemain一-consumerdemandacro
5、ssthematerialhasalackoftime,thenumberoftimesthepursuit,thepursuitofqualitytimetotheeightiesofthe20thcenturyenteredtheeraoftheendconsumersentiment.InChina,withrapideconomicdevelopment,wehaverapidlybeyondthephysicalabsenceofthetimes,thepursuitofthenumberoftimesande
6、venthepursuitofqualityandageofemotionstodaygraduallyintotheconsumerera.Spendingtimeintheemotion,thecompany'ssimilarproductshavealreadyreachedthesametime,homogeneous,withtheenergy,thesameprice,consumersarenolongerpursuethequality,functionalityandprice,butthecomfor
7、t,convenience,safety,comfort,speed,jumpaction,environmentalprotection,clean,happy,fun,etc.,consumersareincreasinglyconcernedabouttheproductwhetherfortheirownlifeenergy,enrich,comfort,beautyandspiritualquality,andexceedconsumerexpectationsinthepre-sale,sale,after-
8、salesserviceandadvice.Inotherwords,peopletodayarelookingforisa"psychologicalsatisfactionandasenseoffulfillment/1thecommodity,highvalueaddedgoodsandservices,the
