高竞争行业中基于心理契约的顾客忠诚培育策略

在激烈的市场竞争中,企业要想获得竞争优势,仅仅做到使顾客满意是不够的,还要努力去赢得顾客忠诚。在分析顾客感知价值、顾客满意和顾客忠诚关系的基础上,通过构建顾客忠诚的心理契约模型,顾客忠诚背后的企业与顾客之间的长期互动关系以及影响顾客忠诚的心理因素。研究发现,优异的顾客感知价值是顾客与企业之间建立起良好心理契约并赢得顾客忠诚的基础,顾客忠诚的是企业所提供的优异价值,而不是特定的企业。在此基础上,提出基于心理契约的顾客忠诚培育策略,为企业如何更好地为顾客创造并传递优异的价值,并最终培养和留住忠诚的顾客提供有益参考。

Ways of Developing the Customer Loyalty in the Drastic Competitive Trade Based on the Psychological Contract Theory

In the heated market competition,if the enterprise wants to acquire competitive advantage,only by attaining to make customer be satisfied is not enough,it must work hard to make the customer to be loyalty.Based on analyzing the relations in the customer value,the customer satisfaction and the customer loyalty,this paper constructs a model of the customer loyalty based on the psychological contract between the customer and the enterprise,discusses the relationship between the customer and the enterprise behind the customer loyalty and the psychological factors which effecting the customer loyalty.Through the research,it is pointed that the excellent customer value is the elements of building good psychological contract.The customer is loyal to the excellent value afforded by the enterprise,but not the specifically enterprise.This paper brings out the ways to win the customer loyalty based on the psychological contract,and the enterprise how to create and transfer excellent customer value to cultivate and retain the loyal customer.