试论企业品牌形象对顾客忠诚度的影响——以餐饮企业为例

• 作 者: 孙养学 李静
• 机 构: 西北农林科技大学,
• 出 处: 中国商贸
• 发表日期: 2012年19期
• 关键词: 顾客忠诚度 企业品牌形象 餐饮 品牌形象 营销策略 餐馆形象 餐饮业 影响因素 市场开放程度 品牌形象建设

伴随餐饮业消费市场竞争力度的加剧和市场开放程度的不断增强,企业间在顾客争夺上成本呈现不断增加的趋势。餐饮企业如何制定并实施顾客忠诚管理策略,提供更多差异性的产品和服务,树立良好的品牌形象,提高顾客满意度等,已成为学术界普遍关心的问题。在诸多顾客忠诚的影响因素中,企业品牌形象起着尤为重要的作用,有必要进行深入探究,以便为餐饮企业维护和提高顾客忠诚度提供参考。

With the aggravating competition in the consumer goods market in the catering industry and the ever-increasing degree of market opening up, the costs for customers in the competition between enterprises have been on an increasing trend. How catering companies develop and implement customer loyalty management strategies to provide more differentiated products and services, establish a good brand image and improve customer satisfaction has become a common concern in academia. Among the influencing factors of many customer loyalty, the corporate brand image plays an especially important role, and it is necessary to conduct in-depth exploration in order to provide references for the catering enterprises to maintain and enhance customer loyalty.