Demonstration Analysis Of The Regulating Factors About The Relations Of Service Product's Customer Satisfaction And Customer Loyalty

With the arrival times of service economy, service enterprises are facing the keen competition environment, and every one is seeking for the way to survive forever. Loyal customers are the foundation of enterprises survival and development, and the source of enterprises producing value and income. They are the footstone that enterprises obtain profits and grow up continuously. Therefore, since 1990s, fostering the high-quality loyal customers becomes the goal that enterprises pursued. In order to establish in an unassailable position in keen competition, enterprises must change the management idea and cultivate loyal customers.Businessmen and academia pay close attention to this, and have probed into the method to foster loyal customers from management practice and academic theory. The research has suggested that customer satisfaction is the precondition of customer loyalty, and proposed that only the satisfactory customer may become the loyal customer. However, in the fact, if they pursue the excessive goal to satisfy the customers, enterprises can often be put into the satisfied trap. Therefore customer satisfaction and customer loyalty are not the simple linearity relation, and some of regulation factors will certainly exist between them to make it a curve. In addition, past researches are mainly based on the tangible products. There is relatively less study on intangible products. It is rare to systemically analyze the regulation factors about the relation of customer satisfaction and customer loyalty in the service field.Because of above-mentioned backgrounds, consulting the modern service management theories, the author uses the demonstration analytical method, regards service products as the research object, and makes a deep research on the regulation factors about the relation of customer satisfaction and customer loyalty. The paper...