论文部分内容阅读
市场竞争日益激烈,越来越多的企业在争夺顾客的过程中认识到建立和维系与顾客良好关系的战略意义。但即使是最优秀的企业也不能保证永远不发生失误和引起顾客投诉。因而,有效地处理顾客投诉,及时补救失误成为维持顾客忠诚度的重要手段。美国学者的研究表明,如果投诉没有得到企业的重视,2/3的顾客会转向其它企业购买;如果投诉最终得到了解决,大约70%的顾客会继续光顾该企业;如果投诉得到了妥善、及时的解决,继
Market competition is getting fiercer and fiercer. More and more enterprises are fighting for customers and realize the strategic significance of establishing and maintaining good relationship with customers. But even the best companies can not promise never to fail and cause customer complaints. Therefore, the effective handling of customer complaints, timely remedial mistakes as an important means to maintain customer loyalty. A study by American scholars shows that if the complaint is not valued by the enterprise, two-thirds of the customers will turn to other companies for purchase; if the complaint is eventually resolved, about 70% of the customers will continue to patronize the enterprise; if the complaint is properly and timely The solution, following