Application Of Customer' Value Theory In Customer's Loyal Research

With the setting-up and development of the market economy of our country , the competition among enterprises become fiercer and fiercer, between enterprise and customer , especially loyal customer importance improve day by day. Of the fierce market competition , who can keep communication with the customer , get hold of the customer's need , and establish firm relation with the customer , increase customer's value , maintain the customer's loyalty , who can obtain the competition advantage , establish in an unassailable position. Therefore , studing and forming customer loyalty' inherent mechanism , and how to effectively promote customers loyalty , have a good realistic meaning.This text sketches customer loyalty's background and meaning at first; Then define customer loyalty' meaning , tell customer loyalty 's process and criterion; Explain customer satisfaction and customer value theory , analyze customer delivered value and customer perceived value thoroughly , point out customer loyalty' assessment method ; Finally , this text promotes customer loyalty' method (includes online customer loyalty's cultivation ) on this basis.A great characteristic is to define the customer loyally from two respects of behavior and attitude . Combining customer satisfaction effectively with customer value theory is another characteristics. Proposing the method how to assesses customer loyalty , to instruct and promote customer's loyal practice activity , it is the innovation of this text.The assess method is helpful to enterprise marketing tactics , can promote customer loyalty. The promoting customer loyalty' method have certain reference meanings to the administrators too.