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2006•Journal of Liaoning UniversityRequires access

On Customer Loyalty Marketing Management

Chen Dian-ge

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Abstract

The theoretical study of customer loyalty management involves the meaning and value of customer loyalty.A deeper probe reveals that customer satisfaction is not equivalent to customer loyalty,neither is customer loyalty to enterprise profits.Customer satisfaction can't guarantee that enterprises make profits permanently.The thesis aims to discuss how to make correct marketing strategies on the basis of customer loyalty theory.

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The theoretical study of customer loyalty management involves the meaning and value of customer loyalty.A deeper probe reveals that customer satisfaction is not equivalent to customer loyalty,neither is customer loyalty to enterprise profits.Customer satisfaction can't guarantee that enterprises make profits permanently.The thesis aims to discuss how to make correct marketing strategies on the basis of customer loyalty theory.

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Available abstract

The theoretical study of customer loyalty management involves the meaning and value of customer loyalty.A deeper probe reveals that customer satisfaction is not equivalent to customer loyalty,neither is customer loyalty to enterprise profits.Customer satisfaction can't guarantee that enterprises make profits permanently.The thesis aims to discuss how to make correct marketing strategies on the basis of customer loyalty theory.

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

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