An Analysis On The Relationship Between Customers And Enterprises Profitability

During a long period of time, market share was considered as one of the key elements of deciding the enterprises profit. Many enterprises concentrated their manpower and financial resources on sales and advertisement accordingly, in order to gain the market share as large as possible. But in the 1980s, Earl Sasser found that with the changing of consuming culture and human psychology, some enterprises gained a large portion of market share at one time; while at the same time, the profit they gained decreased. The customer satisfaction and loyalty are becoming more and more important if the enterprises hope to make profit as much as possible. Therefore, how to make customer satisfaction and loyalty measurable is a pressing problem to be settled. So taking service as an example, the essay analyses how the customer satisfaction and loyal influence enterprises profitability, and the ways of improving customer satisfaction and loyalty (esp. loyalty).