I 摘要 当前，我国对资源能耗的关注度不断提高。在国家利好政策的扶持和推动下，锂 离子电池欧亿·体育（中国）有限公司得到迅速发展，在新能源领域具有巨大的市场潜力和发展空间。FFXNY 公司作为一家专业的锂离子电池生产企业，在面对激烈的市场竞争时，同样也面临着 客户管理上的瓶颈。在不断更新生产技术的同时，如何吸引并保留客户资源，提高客 户忠诚度，为企业带来持续的价值，成为当前企业面临的主要问题。 本文通过对国内外学者研究成果的梳理，并利用问卷调查的方式，制定适合 FFXNY公司自身情况的客户忠诚度测量指标，从客户角度出发，分析影响公司客户忠 诚度的相关因素，为提升客户忠诚度提供依据。客户忠诚度量表选取了客户满意度、 客户认知价值、转换成本、客户信任和客户忠诚五个维度，利用SPSS22.0软件对问卷 数据进行信度检验、效度检验、因子分析、相关分析和影响因素的分析。调研表明， FFXNY公司的客户忠诚度整体水平一般。在客户满意度方面，客户对产品质量和性能 的满意度较低，同时在服务主动性、专业性及客诉处理及时性方面都未能达到客户满 意水平，但在产品交付和服务态度等方面还是得到了客户的认可。在客户认知价值方 面，客户对产品定价、性价比及增值服务等缺乏一定的肯定。在转换成本方面，较低 的转换成本使得客户更容易受到同类竞争对手的营销策略影响，而终止重复购买行 为，从而影响客户忠诚度。在客户信任方面，客户虽然能够信任和包容公司及员工偶 尔的工作失误，但是较低的客户信任对客户忠诚度产生了消极影响。 根据FFXNY公司客户忠诚度影响因素的分析结果，提出相应的提升策略。公司首 先要提高产品质量和服务质量，提升客户满意度；其次要提高技术水平和创新能力， 开展个性化客户服务，增加客户转换成本；再次开展客户互动，增加客户粘性，加强 客户信任；最后建立客户忠诚度评价体系。通过提升策略，提高客户忠诚度，从而实 现客户资源增加，销售业绩提高，公司市场竞争力不断增强。 关键词 客户忠诚度 客户满意度 客户认知价值 转换成本 客户信任 河北大学硕士学位论文 II Abstract At present, China’s attention to resources and energy consumption is increasing. With the support and promotion of favorable policies of the state, the lithium-ion battery industry has developed rapidly and has huge untapped market potential and development space in the field of new energy. As a professional manufacturer of lithium-ion batteries, FFXNY also faces the bottleneck of customer management in the face of fierce market competition. How to attract and retain customer resources, improve customer loyalty and bring the enterprise sustainable value while constantly updating production technology has become a major urgent problem. By means of combing the research findings of domestic and foreign scholars and questionnaire survey, this paper develops customer loyalty measurement indexes appropriate to FFXNY’s own circumstances. From the perspective of customers, it analyzes the relevant factors affecting the company’s customer loyalty and provides a basis for improving customer loyalty. Five dimensions selected from customer loyalty scale are: customer satisfaction, customer cognitive value, conversion cost, customer trust and customer loyalty. SPSS22.0 software was used to conduct reliability test, validity test, factor analysis, correlation analysis and influencing factor analysis on the questionnaire data. According to the survey, FFXNY's overall level of customer loyalty is at an intermediate level. In terms of customer satisfaction, customers are less satisfied with product quality and performance. Meanwhile, they fail to reach the level of customer satisfaction in terms of service initiative, professionalism and timeliness of customer complaint handling. However, they are still recognized by customers in terms of product delivery and service attitude. In terms of customer’s cognitive value, customers lack certain affirmation on product pricing, cost performance and value-added services. In terms of switching cost, the low switching cost makes customers more susceptible to the marketing strategies of similar competitors, so as to terminate repeated purchase behavior, thus affecting customer loyalty. In terms of customer Abstract III trust, although customers can trust and tolerate the occasional work mistakes of the company and employees, low customer trust has a negative impact on customer loyalty. According to the analysis results of customer loyalty influencing factors of FFXNY Ltd., the corresponding promotion strategies are proposed. What the management should manage to do are as follows: firstly, improve product quality and service quality to improve customer satisfaction; secondly, improve the technical level and innovation ability, carry out personalized customer service, and increase the cost of customer conversion; thirdly, carry out customer interaction again, increase customer stickiness, strengthen customer trust; finally, establish the customer loyalty evaluation system. In brief, through the improvement of strategy, improving customer loyalty, FFXNY may achieve an increase in customer resources, sales performance, and continually enhanced market competitiveness. Key words customer loyalty customer satisfaction customer cognitive value conversion cost customer trust 河北大学硕士学位论文 IV 目 录 第一章 绪论..............................................................................................................................9 1.1 研究背景及研究意义..................................................................................................9 1.1.1 研究背景..........................................................................................................9 1.1.2 研究意义.........................................................................................................10 1.2 国内外研究现状.......................................................................................................10 1.2.1 国外研究现状.................................................................................................10 1.2.2 国内研究现状.................................................................................................12 1.3 主要内容、研究方法及创新点................................................................................14 1.3.1 主要内容.........................................................................................................14 1.3.2 研究方法.........................................................................................................15 1.3.3 创新点.............................................................................................................16 第二章 客户忠诚度相关概念与基础理论............................................................................17 2.1 客户忠诚度概念........................................................................................................17 2.2 客户忠诚度影响因素................................................................................................17 2.2.1 客户认知价值.................................................................................................18 2.2.2 客户满意度.....................................................................................................18 2.2.3 转换成本.........................................................................................................20 2.2.4 客户信任.........................................................................................................20 2.3 客户关系管理理论....................................................................................................21 第三章 FFXNY公司客户管理及忠诚度现状......................................................................24 3.1 FFXNY公司发展概述.............................................................................................24 3.2 FFXNY公司客户关系管理现状.............................................................................25 3.2.1 客户管理基本情况........................................................................................25 3.2.2 客户维护情况分析.........................................................................................26 目 录 V 3.3 FFXNY公司客户忠诚度现状.................................................................................31 3.3.1 客户行为忠诚现状....................