1、 Journal of Consumer Marketing， 2005（ 7） ： 96-100 Marketing Customer Satisfaction R Hallowell John Wiley and Sons, Inc. Abstract: Customer satisfaction with a companys products or services is often seen as the key to a companys success and long-term competitiveness. In the context of relationship ma
2、rketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptua
3、l foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfactionretention relationship, and the development of a more comprehensive view of the customers qual
4、ity perception. Keywords: customer； Satisfaction； Marketing First, customer satisfaction strategy is to get a modern enterprise customers, money votes magic weapon With the changing times, the great abundance of material wealth of society, customers in the main - consumer demand across the material
5、has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times
6、and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the companys similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price
7、, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre
8、-sale, sale, after-sales service and advice. In other words, people today are looking for is a psychological satisfaction and a sense of fulfillment, the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of th
9、e time has come . And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competi
10、tion, cultural competition and service competition, - 1 - competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technologi
11、cal innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental ada
12、ptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer own the center, but to customer-centric； customer, customer satisfaction is no longer a mere formality of t
13、he slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or main
14、tain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customers prior expectations,
15、 customers will be basically satisfied； if far exceed customer expectations, and far higher than other colleagues, customers really satisfied； if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchas
16、e, but also other related businesses to purchase products or services； loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, an
17、d each one was told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8
18、 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers； while the cost of obtaining a new customer is to maintain a 6 times the cost of o
19、ld customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share. As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, cus
20、tomer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with customer
21、satisfaction the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like se
22、rvice to win customers changing and upgrading satisfaction, win more share many customers. Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the - 2 - pull-screen TVs to the latest release
23、of Taiwan does not blink of an eye for color TV, small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to wisdom eye inverter air conditioner, the system 17 hours from a Mike freezer to after-sale-stop star service to meet customer needs and both are provi
24、ded to the satisfaction The value of products and services. Another example is Microsofts products are focused on each of the worlds most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is
25、Microsofts secret of success in 20 years. In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts
26、 to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer money votes. The CS strategy is the magic weapon for winning such a vote. Second, customer satisfaction, the main steps in marketing strategy Firs
27、t, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy. CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material
28、suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the companys satis
29、faction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products an
30、d services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer d
31、emand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of
32、all employees. Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, the education of all
33、 employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim,
34、to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a nine bird code of conduct for employees. so that customers are in the 9 First bird consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their
