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随着合资公司进入中国成品油销售市场,国内成品油销售企业面临着日趋激烈的市场竞争,应对竞争需要加大客户开发的力度,培育客户忠诚度。理解忠诚客户的价值、把握加油站忠诚客户的不同层次,对于加油站培育客户忠诚度具有重要意义。本文分析加油站忠诚客户在节约客户成本、赢得基本利润、获取附加利润、获得口碑效应和战略价值几个方面的价值,并将加油站顾客忠诚区分为认知忠诚、情感忠诚、意象忠诚、行为忠诚四个层次,为加油站客户忠诚度培育奠定基础。
As joint ventures enter China’s refined oil sales market, the domestic refined oil sales enterprises are faced with increasingly fierce market competition. To cope with the competition, it is necessary to intensify the development of customers and foster customer loyalty. Understanding the value of loyal customers and grasping the different levels of loyalty customers at gas stations are of great significance to fostering customer loyalty at gas stations. This paper analyzes the value of gas station loyal customers in saving customers, winning basic profits, obtaining additional profits, gaining reputation effect and strategic value, and divides gas station customer loyalty into cognitive loyalty, emotional loyalty, image loyalty, behavior Loyalty four levels, to lay the foundation for customer loyalty foster gas station.