Service Enterprise Customer Loyalty Research,

The theory about the customer loyalty is nowadays the foreland in the research of marketing internationally. Since the middle of the 1990s, study on the customer loyalty has been another hot job succeeds to that on the customer satisfaction. Systemic research of the customer loyalty to service enterprise is done in this paper. After reviewing the development of theories and practices in both of domestic and international field, the essence of the customer loyalty is defined. Based on this work, customer evaluation feedback mechanism ?the customer loyalty appraising system, which fits for service enterprises, is established, including the extraction of the universal indexes and the exercise of the appraisement method. Next, the way of improving the management of customer loyalty to service enterprises is proposed, which includes the policy of creating, breeding and managing customer loyalty.