本文選題：客戶忠誠度 + 客戶關(guān)系管理�。� 參考：《東華大學(xué)》2017年碩士論文

【摘要】：AB公司主營業(yè)務(wù)是英語培訓(xùn),面對的客戶主體是個人。每年客戶有數(shù)萬人。所以降低單個客戶的交易成本對整體利潤的影響至關(guān)重要。客戶分為老客戶和新客戶,一個新客戶的交易成本約為老客戶的三倍。因此,建立科學(xué)的,長效的客戶忠誠度管理制度,提升老客戶的比重是AB公司一直探索的管理課題。教育行業(yè)由于其行業(yè)特征,客戶體驗尤其重要。其中不乏一些機構(gòu)急功近利,缺乏客戶忠誠度管理意識,嚴重影響客戶體驗和行業(yè)形象。忠誠度管理的文獻多為宏觀的,概念性的。需要公司自身結(jié)合自身的實際情況加以靈活運用,才可以制定出切實可行的忠誠度管理方案。本文在借鑒了前人關(guān)于客戶忠誠度以及客戶關(guān)系管理的理論知識,結(jié)合AB公司客戶數(shù)據(jù),找出影響客戶忠誠度的關(guān)鍵指標和權(quán)重,進而對公司的忠誠度管理提出切實可行的指導(dǎo)意見。通過AB公司的訂單數(shù)據(jù),找出升級購買和重復(fù)購買的客戶群,作為研究對象,進一步研究該部分客戶的調(diào)查問卷數(shù)據(jù)。找出該部分客戶對公司的各個部分進行打分,包括產(chǎn)品,服務(wù),教師等。進而找出客戶的滿意因素。對樣本學(xué)校的整體客戶的調(diào)查問卷分析,可以找出客戶的不滿意因素。根據(jù)回歸分析可以確定其不同的權(quán)重。從而提出有針對性的客戶忠誠度管理方案。基于數(shù)據(jù)分析的結(jié)果,從產(chǎn)品,服務(wù),品牌,運營四個方面提出了有針對性的策略建議。如首先要建立以客戶為中心的價值觀,沒有這個作為前提,其他的任何策略都無法落實。另外,需要重視地區(qū)差異,西部城市對價格因素比較敏感,東部城市對服務(wù)比較敏感。針對不同的客戶群體需要有不同的管理策略。需要加強銷售階段的服務(wù)。設(shè)定客戶忠誠度評價體系。還有就是環(huán)境因素并不像很多企業(yè)想象的那么重要,從而投入大量的資源去打造學(xué)習(xí)中心。這也可能是行業(yè)內(nèi)的認識誤區(qū)。本文主要借鑒了相關(guān)的忠誠度管理理論,針對AB公司的實際情況提出的管理方案,對AB公司的忠誠度管理水平有著積極的意義。另外,AB公司的一些情況也一定程度反映了行業(yè)的問題,因此本文提出的方案對英語培訓(xùn)行業(yè)也具有一定的參考價值。
[Abstract]:AB company's main business is English training, facing the main customer is an individual. There are tens of thousands of clients every year. So it is very important to reduce the transaction cost of individual customer to the overall profit. Customers are divided into old and new customers, the transaction cost of a new customer is about three times that of the old customer. Therefore, the establishment of a scientific, long-term customer loyalty management system to enhance the proportion of old customers is a management issue that AB Company has been exploring. Customer experience is particularly important in the education industry because of its industry characteristics. Among them, some organizations are eager for quick success, lack of customer loyalty management consciousness, which seriously affect customer experience and industry image. The literature on loyalty management is mostly macro and conceptual. In order to work out a feasible loyalty management scheme, it is necessary for the company to use it flexibly in combination with its own actual situation. Based on the previous theoretical knowledge of customer loyalty and customer relationship management, combined with the customer data of AB Company, this paper finds out the key indexes and weights that affect customer loyalty. And then put forward practical guidance to the company's loyalty management. Through the order data of AB Company, we find out the customer groups of upgrade purchase and repeat purchase, as the research object, and further study the questionnaire data of this part of customers. Find out how customers rate all parts of the company, including products, services, teachers, etc. Then find out the customer satisfaction factors. The questionnaire analysis of the sample school's whole customer can find out the customer's dissatisfied factor. Different weights can be determined by regression analysis. Thus, a targeted customer loyalty management scheme is proposed. Based on the results of data analysis, this paper puts forward some suggestions from four aspects: product, service, brand and operation. Without this premise, no other strategy can be implemented without the establishment of customer-centric values in the first place. In addition, we need to pay attention to regional differences, western cities are more sensitive to price factors, eastern cities are more sensitive to services. Different management strategies are needed for different customer groups. Services need to be strengthened during the sales phase. Set up customer loyalty evaluation system. The other is that environmental factors are not as important as many companies think, and invest a lot of resources to build learning centers. This may also be a misunderstanding within the industry. This paper mainly draws lessons from the related loyalty management theory, and puts forward the management plan according to the actual situation of AB company, which has positive significance to the loyalty management level of AB company. In addition, some cases of AB company also reflect the problems of the industry to some extent, so the scheme proposed in this paper also has some reference value for the English training industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

【參考文獻】

相關(guān)期刊論文 前10條

1 劉麗;張寧;;顧客感知價值、滿意度與忠誠度的關(guān)系研究——電子商務(wù)環(huán)境下的實證分析[J];信息資源管理學(xué)報;2016年03期

2 歐霞;陸定光;;品牌體驗對感知價值、品牌忠誠度的影響研究——以香港化妝品行業(yè)為例[J];新聞大學(xué);2016年03期

3 張林;;客戶忠誠度測量與培育[J];現(xiàn)代商貿(mào)工業(yè);2016年11期

4 朱至文;張黎;;客戶推薦計劃對現(xiàn)有客戶忠誠度的影響[J];商業(yè)經(jīng)濟與管理;2016年01期

5 那文忠;;客戶價值實現(xiàn)與客戶忠誠度提升策略[J];商業(yè)經(jīng)濟研究;2015年25期

6 馮燕平;;企業(yè)提高客戶忠誠度的策略研究[J];山西財政稅務(wù)�？茖W(xué)校學(xué)報;2014年06期

7 李敏娟;;淺談基于企業(yè)社會責(zé)任的客戶忠誠度提升研究[J];經(jīng)營管理者;2014年29期

8 曾偉軍;;客戶滿意度與客戶忠誠度培育的策略探討[J];市場論壇;2014年04期

9 胡常春;;基于顧客信任的品牌忠誠度提升策略探討[J];當代經(jīng)濟;2013年21期

10 楊彤驥;楊紅玉;劉學(xué)成;;中小企業(yè)網(wǎng)上商店的服務(wù)質(zhì)量與客戶忠誠的關(guān)系[J];現(xiàn)代情報;2012年04期

，

本文編號：1978308