Research On The Way To Achieve Customer Loyalty Based On Attractive Quality Theory

The 21st century, enterprises are facing the environment can be called 3 c (customer, change, competition),Among them, customers, changes in competition in the three variables to customers at the core, In order to achieve competitiveness of enterprises, Enterprises need to constantly changing in response to the changing needs of customers Therefore, the demand for customer-oriented era, Customer concern, to meet customer needs and tap the potential customer demand, to win customer loyalty and to enhance the competitiveness of enterprises and maintain the key to competitive advantage. At the same time, enterprises face the increasingly fierce battle for customers, How to achieve customer loyalty, to enhance the competitiveness of enterprises, become the urgent question for enterprises.This paper summarized the academic viewpoint of the domestic and foreign customer loyalty theory, Against U.S. scholar Oliver's wherce consumer Loyalty"the question. And introduced the professor Noriaki Kano's"Attractive Quality Theory"(the kano model) to the customer loyalty research, Jump out of the existing limitations, More from the marketing point of view to define customer loyalty, Creatively put forward the thesis of the main points, The Attractive Quality Theory to the guidance of the customer loyalty done a re-definition, Enterprise provided by the products / services, to meet our customers pleasantly surprised to attractive quality, is the reason to generate customer loyalty. Based on the customer loyalty theory and Attractive Quality Theory, this paper integrated the professor Noriaki Kano's"Attractive Quality Theory", make a new definition, and done a Category ; Judging from the current staff in enterprises, products, services, customer relationship management point of view of the status of customer loyalty, point out the question and the path to achieving customer loyalty, the staff, products, services, customer relationship management reach to the attractive quality , resulting in customer loyalty; Based on the attractive quality of the dynamic nature , make the innovative means to reach a new attractive quality level. Therefore, if our country's enterprises want to obtain the survival, to continue to develop, to surpass the world advanced level, it should to meet the potential demand for customers, Continued to increase the competitiveness of enterprises,and win a long-term customer loyalty.