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当今,随着社会和经济的飞速发展,由于企业间的产品差异越来越小,而且企业的促销手段也大同小异,市场上可供顾客选择的产品也越来越多,所以,企业之间的竞争也随之越来越激烈,如何成功吸引顾客的眼球并让顾客对企业忠诚是企业发展的首要任务,忠诚顾客也成为企业维持长期利益的重要源泉。主要以中小企业顾客忠诚度的提升策略为本体对象,就影响顾客忠诚度的因素进行剖析。分析了产品价格、产品质量、品牌形象和服务质量等因素对顾客忠诚度造成的影响,同时提出加强顾客忠诚度的四大策略,使得中小企业能在争夺顾客资源时占得先机。
Nowadays, with the rapid development of society and economy, there are more and more products for customers in the market due to the smaller and smaller differences among the enterprises and the promotion methods of the enterprises. Therefore, The competition will become fiercer and fiercer. How to successfully attract customers’ attention and make customers loyal to the enterprise are the primary tasks of the enterprise development. Loyal customers also become the important source for the enterprise to maintain long-term interests. Mainly to SME customer loyalty enhancement strategy as the main body of the object, on the impact of customer loyalty factor analysis. This paper analyzes the impact of product price, product quality, brand image and service quality on customer loyalty. At the same time, it proposes four strategies to enhance customer loyalty, making SMEs gain the upper hand when competing for customer resources.