Study On Evaluating And Cultivating Of Customer Loyalty

As the markets are becoming more competitive, 3C (Competition, Customer and Change) have turned into the most determinant of the survival and development of enterprises. The traditional business styles of enterprises, taking the product as the nucleus, are undergoing transformation to focusing on the Customer Relationship Management. Meanwhile, the Customer Relationship Management is hot enough to attract the attention from academia and corporations. The final goal of CRM is to increase the profit of enterprises and maintain the predominance of competition, though construct the customer loyalty of qualified valuable customers, as to realize the repeated purchasing.Now, the customer loyalty has been taken as the basic business strategy by modern enterprises to gain the competitive priority. But the complexity of factors behind the customer loyalty contributes to the obscureness of this concept, including the description of the customer behavior and evaluation of the customer mentation. The measurement of the loyal behavior and inclination seem to be consistent in theory, but presents a lot differences in execution. Confused measurement of these two kinds of loyalty by the enterprises undermined the efficiency of the execution. Meanwhile, the customer loyalty projects of some pioneer corporations could be imitated by counterworkers, in virtue of the faded diversity of enterprises caused by the rapid spread of high-tech, result in the hesitation of customers when selecting the target enterprise. All of these made the enterprises in a quandary to dealing with the loss of satisfied customers and disabled strategy of customer loyalty.So the force factors worked on the customer loyalty were analyzed based concerned theories. And an evaluating indicator system was set up by anatomizing on the behaviors of force factors in the industry markets, combined with bidirectional talks with the targeted factories. And a fuzzy integrated evaluation model was constructed based on basic fuzzy math to objectively evaluate the customer loyalty. Moreover, the relationship between the evaluating indicator system and its influencing factors were quantitatively analyzed by QFD (Quality Function Deployment) and established model of HoQ. And the way through which the customer loyalty could be cultured were explored. At last, to test...