垄断企业的顾客忠诚研究

尽管顾客忠诚对于企业具有重要的意义,在垄断行业内却对其缺乏足够的重视。以某居民供电企业为例,研究了垄断环境下顾客忠诚的维度结构,以及其同服务质量、顾客满意之间的关系。结果表明,垄断企业应了解并超出顾客的期望,通过提高服务质量和顾客满意水平,增强顾客对企业的信任度、合作度、宣传度和价格承受度,将虚假忠诚转化为真正的忠诚。

A Study on Customer Loyalty under the Context of Monopolization

Customer loyalty has not yet received sufficient attention in monopoly industries in spite of its significance to enterprises.The authors perform a study into its dimensionality,and the links among service quality,customer satisfaction and loyalty under the context of a resident power supply enterprise.The results show that in order to transform the spurious loyalty into loyalty,monopoly enterprises should understand and exceed customer expectation,then increase customer's trust,cooperation,word-of-mouth and price tolerance through the improvement of service quality and customer satisfaction.