The Influence Factors And Solutions Of Customer Satisfactory Trap In R Company’s After-sales Service

In a free and competitive market, when the firm is hard to differentiate their products, in order to keep their competitive force, increasing number of firms turn to differentiate their service to the customers. And the firms invest bulk of manpower and material resources into the service work, they aimed that the customer will be satisfactory and the firms will get continuous profits from these customers.But because it is so easy for the customers to make a different choice in the free and competitive market, the satisfactory customer will choose competitors’products sometimes. This will cause the company fall into the satisfactory trap. Only the loyalty customers are the competitive core of a firm, they can bring the continuous profits to a firm, they are the foundation of a firm.In the perspective of after-service department in "R" company and according to the limited resource which the after-service department can utilize, the paper explains how to enhance the customer loyalty and avoid the customer satisfaction trap in the daily after-service work.Firstly, the paper states the definition and practical value of customer satisfaction and customer loyalty; and the definition and hazard of customer satisfaction trap. Also descripts the research status and development trends of theories of customer satisfaction trap in domestic and abroad.Secondly, describe the relationship between customer satisfaction and customer loyalty, and the formation principle of customer satisfaction trap.Thirdly, analyze the state in the daily after-sales service work of "R" company. Some of the problems are typical in other companies nowadays.Fourthly, combine the theory and practice and from the view of after-sales service department, the paper presents some practical measures to prevent falling into the customer satisfaction trap.Finally, a summary of this paper is made.