A Study On The Customer Loyalty And Its Assessment

The customer loyalty is the headspring which makes enterprises obtain the competitive advantages, for loyal customers tend to purchase more products or service. They are less sensitive to prices and enjoying recommending the enterprise to the people around them. What's more, they are always faithful to the enterprise and keep purchasing products and service the enterprise provides whatever the outside surroundings. These loyal customers are the main income and profit originations of enterprises. Loyal customers make the enterprise have a stable customer group, which not only enhance enterprise's market share but also reduce the cost of enterprise's operation and marketing. Therefore, the enterprises which have long-term loyal customers can gain more advantages over the enterprises which have both high market share and high customer draining rate. Though many a enterprise know the importance of customer loyal, they usually give customer loyal a partial understanding, and they are in the dark about how to develop and maintain loyal customers. Also, they have no idea about how to promote the customer loyalty and how to evaluate it. Without even mentioning using the result of the assessment of customer loyalty to instruct production and marketing management. Facing the keen competition situation and the poor customer loyalty management, the domestic enterprises are in bad need of the theory of customer loyalty and the instruction of the assessment of customer loyalty.On the basis of the past researches, customer loyalty drive model has been established through analyzing the factors which affects the customer loyalty. And the methods and index system about the assessment of customer loyalty are also pointed out. Moreover, using the fuzzy mathematics theory, the author constructs a comprehensive fuzzy evaluation mode to evaluate customer loyalty, and gives a concrete case on how to put this mode into practice. The aim of customer loyalty evaluation is to make enterprises aware of how many customers are their loyal customers and in what degree these customers are loyal to the enterprises. Thus, enterprises can adopt positive customer loyalty management strategies to promote the customer loyalty. Therefor, in the last part of this paper, several methods about how to cultivate loyal customers are discussed.This paper has six chapters: the first chapter is mainly about the background, the significance and the current research situation of the customer loyalty, and a thorough elaboration to the customer loyal theory system is also carried out in this chapter; in the second chapter, after analyzing the factors which affect and drive customer loyalty, the author establishes a customer loyalty drive model; in the third chapter the assessment indexes system of customer loyalty is put forward and a comprehensive fuzzy evaluation mode to evaluate customer loyalty is also established .Meantime, For better understanding ,a case study on the evaluation mode is also offered; in the fourth chapter, several strategies about customer loyalty cultivation are discussed ; and in the last chapter, the results of the whole paper is stated and the possible further studies about customer loyalty are given.The author of this paper mainly aims to point out a method on customer loyalty assessment after thoroughly analyzing the related customer loyalty theories, and put forward several effective measures on customer loyalty cultivation. The author hopes that the studies can be of some help to the operation of domestic enterprises.