基于心理契约视角的顾客满意管理研究

随着市场竞争的不断加剧,企业从关注产品转向关注顾客,关注并提升顾客满意成为现代企业市场竞争的关键。要吸引顾客,留住顾客,最基本的条件就是要了解他们的需求,了解他们的期望,这样才能制定相应的策略和制度,使顾客感到满意。因此,从心理、情感和关系层面切入来满足顾客、维系顾客的忠诚就有着特殊的意义,心理契约的引入为此提供了全新的视角。

Research on Customer Satisfaction Management Based on Psychological Contract Perspective

With the increasing competition in the market, the enterprises turn their focus on customers instead of their traditional focus on products. Concerning and improving the customer satisfaction have already become the decisive factor of the competition in modern enterprises. In order to attract and remain the customers, the most basic condition is to understand their demand and their expectation value. Only in this way can the policy and the system be formulated correspondingly to make the customer satisfied....