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2008•Journal of Yanan College of EducationRequires access

On Customer Loyalty Management

Han Xiao-yan

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Abstract

Customer loyalty is goal of many firms.Lots of companies regard improving customer satisfaction as the most important way to cultivate customer loyalty.However,some managers realize that satisfied customer may not be loyal.The author discussed neglected relationship between customer satisfaction and loyalty,and gave some advices on customer loyalty management.

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What this paper is about

Customer loyalty is goal of many firms.Lots of companies regard improving customer satisfaction as the most important way to cultivate customer loyalty.However,some managers realize that satisfied customer may not be loyal.The author discussed neglected relationship between customer satisfaction and loyalty,and gave some advices on customer loyalty management.

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Available abstract

Customer loyalty is goal of many firms.Lots of companies regard improving customer satisfaction as the most important way to cultivate customer loyalty.However,some managers realize that satisfied customer may not be loyal.The author discussed neglected relationship between customer satisfaction and loyalty,and gave some advices on customer loyalty management.

Key concepts: Loyalty business model, Customer retention, Customer delight, Business, Customer advocacy, Customer satisfaction, Loyalty, Marketing

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