摘  要
客戶忠誠就是客戶比其競爭者更偏愛某一種產(chǎn)品或服務(wù)的心理狀態(tài)或態(tài)度，或是“對某中品牌有一種長久的忠心?！笨蛻糁艺\實際上就是客戶行為的持續(xù)反應(yīng)。忠誠的客戶能夠降低企業(yè)的客戶流失率，進(jìn)而降低客戶維系成本?，F(xiàn)代企業(yè)把不斷提高客戶忠誠度和擴(kuò)大忠誠客戶數(shù)量作為市場營銷的重要目標(biāo)。因此研究客戶忠誠的形成，客戶忠誠的意義，以及客戶忠誠度的提高有一定的意義。
    本人以嘉興圓通公司嘉興學(xué)院承包點為例，對忠誠度現(xiàn)狀進(jìn)行分析，找出存在的主要問題。在此基礎(chǔ)上，探討并得出相應(yīng)的匹配的對策，全面的提升客戶忠誠度。進(jìn)而推廣到整個的圓通公司，為圓通速遞的若干問題提出幾點建議，對策。
    本文著重于理論與實踐的結(jié)合，以客戶忠誠度的理論為基礎(chǔ)，針對嘉興學(xué)院市場存在的問題進(jìn)行深入的調(diào)查，結(jié)合客戶忠誠的相關(guān)理論，從教師，價格，宣傳，服務(wù)等方面進(jìn)行綜合的分析，通過現(xiàn)象得出原因，進(jìn)而透析本質(zhì)。對企業(yè)經(jīng)營過程中維護(hù)客戶忠誠方面提出建設(shè)性的建議和發(fā)展思路。
關(guān)鍵詞：客戶忠誠；圓通；原因；對策

Abstract
Customer Customer loyalty is a state of mind or attitude that the customer more like a product or service than its competitors , or " having a long-term loyalty in a particular brand." Customer loyalty in fact is the sustained response to customer behavior. Loyal customers can reduce customer churn rate, then reduce the cost of customer retention. Modern enterprises regard improving customer loyalty and expanding the number of loyal customers as an important goal of marketing. Therefore, the formation of customer loyalty, the meaning of customer loyalty and increasing customer loyalty has some significance.
I take Jiaxing YuanTong Express company in Jiaxing College, for example, analysis of the status of loyalty, find out the main problem. On this basis, discussing and finding the corresponding measures, improve the customer loyalty comprehensively. Extending to the entire company, find some suggestions and solutions to,a number of issues for Yuantong express.
This article focuses on the combination of theory and practice, base on customer loyalty theory, have an in-depth market  investigation against the problems of Jiaxing College, combine with the theory  of customer loyalty, have integrated analysis from teachers, price, promotion, service and other aspects, obtained by the reasons for the phenomenon, and then dialysis nature. Put forward constructive suggestions and development ideas in maintaining customer loyalty by the business process

Keywords: Customer loyalty；measures ；Yuantong Express；Suggestions

 
目  錄
一、引言 1
二、 相關(guān)概念及研究 1
(一）忠誠及客戶忠誠的概念 2
（二）客戶滿意與客戶忠誠的相關(guān)概念 2
（三）客戶忠誠度的意義。 4
三、圓通速遞嘉興公司經(jīng)營及客戶忠誠現(xiàn)狀 5
（一）圓通速遞背景介紹及經(jīng)營現(xiàn)況 5
（二）圓通速遞嘉興公司嘉興學(xué)院承包點的背景及經(jīng)營現(xiàn)狀 6
四、圓通速遞嘉興公司在維護(hù)客戶忠誠存在的問題及分析 8
（一）嘉興學(xué)院消費者消費狀況調(diào)查 8
（二）存在問題 9
（三）原因分析 10
五、圓通速遞嘉興公司在維護(hù)客戶忠誠的對策建議 11
六、結(jié)語 12
致   謝 13
參考文獻(xiàn) 14