基于服务利润链的顾客忠诚提升策略研究
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摘要
顾客忠诚度是服务企业利润重要的决定因素。基于服务利润链模型,针对服务业特点,提出服务业提升顾客忠诚的策略:一是提升内部服务质量,培养满意和忠诚员工;二是提升外部服务质量,培育满意和忠诚顾客。服务企业应树立双中心的服务理念,提高员工的满意度,进而提升顾客的忠诚度。
Customer loyalty is an important decision factor about the profits of service enterprise. Based on service profit chain model and the characteristics of service enterprises,the following strategies have been proposed: First, enterprise should promote the internal service quality to train satisfaction and loyal employees; Second, enterprise should improve the quality of external service to foster customer satisfaction and loyalty. Service enterprise should build up the service concept of two center to improve employee satisfaction and to enhance customer loyalty.
Customer loyalty is an important decision factor about the profits of service enterprise. Based on service profit chain model and the characteristics of service enterprises,the following strategies have been proposed: First, enterprise should promote the internal service quality to train satisfaction and loyal employees; Second, enterprise should improve the quality of external service to foster customer satisfaction and loyalty. Service enterprise should build up the service concept of two center to improve employee satisfaction and to enhance customer loyalty.
引文
[1]国家统计局.2013年国民经济和社会发展统计公报[EB/OL].(2014-02-24)[2015-03-01].http://www.stats.gov.cn/tjsj/zxfb/201402/t20140224_514970.html.
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[6]Loveman GW.Employee Satisfaction,Customer Loyalty Profit and Performance:An Empirical Examination of the Service Chain Financial in Retail Banking[J].Journal of Service Re-search,1998,1(1):18-31.
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[8]Anthony J Rucc,i Steven P Kim,Richard TQuinn.The Employee-customer-profitchain at Sears[J].Harvard Business Review,1998,76(1):82-97.
[9]黄坚平,李晋明.浅谈顾客满意度与顾客忠诚度[J].北京工商大学学报:社会科学版,2003,(4):35-39.
[10]蒋建华,杨从杰.如何培养员工的忠诚度[J].商业研究,2004,(8):91-93.
[11]丁越兰,霍甜.员工培训、忠诚度与离职倾向关系研究[J].中共福建省委党校学报,2014,(5):77-82.
[12]梁平,董宇翔.民营企业员工流失的心理契约分析及对策探讨[J].经济体制改革,2008,(4):86-89.
[13]【芬兰】克里斯廷·格隆鲁斯.服务管理与营销[M].北京:电子工业出版社,2002.
[14]刘平青,刘维政,魏霞.领导风格、员工关系和员工离职意愿作用机理研究[J].商业研究,2014,(9):129-138.
[15]高振勇,赵心.如何做好离职员工管理[J].中国人力资源开发,2013,(5):30-33.
[2]国家统计局.2014年国民经济和社会发展统计公报[EB/OL].(2015-02-26)[2015-03-01].http://www.stats.gov.cn/tjsj/zxfb/201502/t20150226_685799.html.
[3]世界银行.服务等,附加值(占GDP的比例)[EB/OL].[2015-03-01].http://data.worldbank.org.cn/indicator/NV.SRV.TETC.ZS
[4]Rechinhheld F,Sasser W.Zero Defections:Quality Comes to Service[J].Harvard Business Review,1990,68(5):105-111.
[5]Heskett J,Jones T,Loveman G,et al.Putting the Service Profit Chain towork[J].Harvard Business Review,1994,72(2):164-174.
[6]Loveman GW.Employee Satisfaction,Customer Loyalty Profit and Performance:An Empirical Examination of the Service Chain Financial in Retail Banking[J].Journal of Service Re-search,1998,1(1):18-31.
[7]Silvestro Rhian,Stuart Cross.Applying the Service Profitchain in a Retail Environment Challenging the Satisfaction Mrror[J].International Journal of Service Industry Management 2000,11(3):244-268.
[8]Anthony J Rucc,i Steven P Kim,Richard TQuinn.The Employee-customer-profitchain at Sears[J].Harvard Business Review,1998,76(1):82-97.
[9]黄坚平,李晋明.浅谈顾客满意度与顾客忠诚度[J].北京工商大学学报:社会科学版,2003,(4):35-39.
[10]蒋建华,杨从杰.如何培养员工的忠诚度[J].商业研究,2004,(8):91-93.
[11]丁越兰,霍甜.员工培训、忠诚度与离职倾向关系研究[J].中共福建省委党校学报,2014,(5):77-82.
[12]梁平,董宇翔.民营企业员工流失的心理契约分析及对策探讨[J].经济体制改革,2008,(4):86-89.
[13]【芬兰】克里斯廷·格隆鲁斯.服务管理与营销[M].北京:电子工业出版社,2002.
[14]刘平青,刘维政,魏霞.领导风格、员工关系和员工离职意愿作用机理研究[J].商业研究,2014,(9):129-138.
[15]高振勇,赵心.如何做好离职员工管理[J].中国人力资源开发,2013,(5):30-33.