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1、-浅析海底捞的客户忠诚度培养的战略-第 15 页 CONTENTCHINESE ABSTRACT1ENGLISH ABSTRACT2CHAPTER 1 INTRODUCTION3CHAPTER 2 CUSTOMER LOYALTY42.1 The definition of customer loyalty42.2 The influencing factors of customer loyalty42.2.1 Service quality42.2.2 Service experience42.2.3 Interaction relationship52.2.4 Concept ident
2、ity52.2.5 Value-added feel52.3 The measurement of the customer loyalty62.3.1 The number of repeat customers purchase62.3.2 Customer buying time62.3.3 Price sensitive62.3.4 The attitude to the competitive products62.3.5 The ability to bear the product quality problem7CHAPTER 3 HAIDILAOS SERVICE AND I
3、TS BENEFITS83.1 Haidilaos service83.1.1 Smile Service83.1.2 Waiting service83.1.3 Nuanced Service93.1.4 Special Service93.1.5 Creative Service103.1.6 Conclusion of the Service103.2 The economic effects of the customer loyalty103.2.1 Loyal customers can bring more certainty to the enterprise sales pr
4、ospects103.2.2 Companies turnover will grow113.2.3 Customer loyalty can save cost and income increase s, bring greater profits113.3 The role of customer loyalty113.3.1 Profit Effect113.3.2 Advertising Effect123.3.3. Demonstration effect123.3.4 Cost reduction effect123.3.5 Influence of running securi
5、ty12CHAPTER 4 HAIDILAOS SERVICE MARKETING IDEA AND THE STRATEGY OF IMPROVING CUSTOMER LOYALTY134.1 Haidilaos service marketing idea134.1.1 Definition of service marketing134.1.2 The analysis of the success of Haidilaos service marketing134.2 Enterprise raise customer loyalty strategy134.2.1 Resolve
6、customer complaints144.2.2 Service first Sales second154.2.3 Based on the same customers to use a variety of service channels154.2.4 Ensure the customer value orientation154.2.5 Let customers agree worthy164.2.6 Close to the customer164.2.7 The intention of the good16CHAPTER 5 CONCLUSION18ACKNOWLEDG
7、EMENT19REFERENCE20摘 要随着服务经济的兴起，顾客忠诚度成为了研究的课题之一。顾客忠诚度是指顾客对于某一特定的产品或服务有好感，从而对其有偏好，进而成为回头客的一种趋势.顾客忠诚度受着服务质量，所带附加值和其他一系列因素的影响。国外学者瑞奇海尔德认为对于企业经营的头等大事是维护客户忠诚度。任何企业都不可忽视顾客忠诚度的经济效应，这是一门学问。高的顾客忠诚度可以给企业带来经济效益，是企业获取利润和持续成长的直接源泉。作为休闲餐饮企业的代表，海底捞在顾客心中享有很高的美誉以及很高的顾客忠诚度。 海底捞在经营中采用了有效的顾客忠诚度培养的战略是其抱有很高顾客忠诚度关键。它贯彻着“四心
8、”原则，那就是：对员工关心，对顾客贴心，对食品用心和对管理精心。关键词： 海底捞 顾客忠诚 服务营销 AbstractWith the emergence of the service economy, customer loyalty has been researched as a topic. Customer loyalty refers to the customer for a particular product or service produced a favorable impression, forming a preference, and repeat purchas
9、e of a trend. The customer loyalty is affected by service quality, added value and a series of factors. Foreign scholar Reich Held point out that now the main task of the enterprise is managing customer loyalty. It is a science, and any enterprise cant ignore the customer loyalty of economic science
10、. Loyal customers can bring to the enterprise economic benefits. It is the enterprise that gets profit and the direct source of sustainable growth. As a casual dining representation of the enterprise, Haidilao has formed a broad reputation and high customer loyalty among customers and implementing t
11、he effective cultivation of customer loyalty, which is the key to keeping customer back to eating again. And, they carry out its principle: Love to employees, close to the customer, intention of the good, intention of management. Keywords: Haidilao customer loyalty service marketingChapter 1 Introdu
12、ctionWith the high-speed growth of leisure food, overheated investment lead to market supply to appeal, sufficient market supply more alternative choice to customers, Consumption transfer cost reduction, the customer churn up, leisure food enterprise competition pressure increase. Haidilao is a hotp
13、ot restaurant which operates Sichuan-style hot pot primarily, which a “five-star” hotpot restaurant is called by the medium. The customer return rate is up to 80%. Hot pot is one of the most Chinas popular folk cuisine, and in any city, running a hotpot restaurant is not easy, also in China to creat
14、e a hotpot brand is fill with challenges and difficulties. The biggest cost of catering industry business is not from food, but from rented storefront, water ， electricity ，employee wages, etc. And all income almost came from customers. So customer loyalty becomes profitable source and the main driv
15、ing force of growth. It is also an important factor that determines Haidilaos profit. In such a labor-intensive, low threshold market with fierce competition, many restaurants choose to follow others to attract customers. But Haidilao did not follow this. They first established a corporate culture,
16、and then for the customer to develop their loyalty. Enterprise culture business concept is not new, but this intermediate quality restaurant still surprises many people.Chapter 2 Customer Loyalty 2.1 The definition of customer loyalty Customer loyalty is a process, a program, or a group of programs
17、geared toward keeping a client happy so he or she will provide more business. The customer loyalty is actually a customer behavior of sustainability; it is the extent of the customer loyalty to the enterprise. To some extent, loyalty is not rational. According to the degree of loyalty, customer loya
18、lty can be divided into four different levels: cognitive loyalty, behavior loyalty, intention loyalty and emotional loyalty.Customer loyalty is the central goal of relationship marketing. Because the loyal consumer repeat purchase a product or service, customer loyalty is of is the meaning of the en
19、terprise. Only when the enterprise customers, they may have profit; otherwise, if the customer does not choose these enterprises, it will lose the economic sources, this is the most serious blow, enterprise. According to the analysis, when an enterprise have 5% customer than before, the profit incre
20、ases by 100%. This is because the enterprise not only save the advertising and promotion costs which are needed to develop the new customers, but also with the enhancement of the customers trust and loyalty to the enterprise, it can induce customers to improve product purchase the related products.
21、(Wu Jianan.(2004). Marketing Management. Beijing. Higher Education Press, p.463).2.2 The influencing factors of customer loyalty2.2.1 Service qualityService quality is not judged by the enterprises, but by the customer. Customers perception of service quality is the essential value of products and s
22、ervices to customer,it includes product quality, service quality and delivery capability of three major aspects. The quality of the product is only one aspect, quality of service. The product quality is the static reflect for the value to customers.2.2.2 Service experienceCustomer service experience
23、 is a kind of psychological feeling and satisfaction when customers accept the products and services which the enterprises provide. With the progress of information technology impact, influence service experience on customer loyalty behavior also increases. In other words, customer experience never
24、has such important influence on customer loyalty.2.2.3 Interaction relationshipRelationship interaction is a two-way communication process between the enterprise and the customer. Since it was the interaction and a process launched by enterprise and customer, which are two aspects of the relationshi
25、p. Of course, only the interaction does not guarantee customer loyalty relationship, more important is whether the interaction is established based on the principle of mutual benefit relationship with the service concept of the foundation.2.2.4 Concept identityThe customer loyalty is also related to
26、 the concept of enterprise. If the customer identity the enterprises concept, he (or she) may be loyalty to the products and services of the enterprise, especially for the service enterprise such as Haidilao.2.2.5 Value-added feelNo added value, not loyalty. Only have good service is not enough, ent
27、erprises must let customers have long-term appreciation of the value of experience. Customers get the sense of value is the deciding factor of enterprise to realize the optimization of long-term pricing.2.3 The measure of the customer loyaltyLoyal customers are the most valuable assets of enterprise
28、s. An American business research: loyal customers can bring more profits than the20% to85% new customers for enterprise. The number of loyal customers for each additional 5%, corporate profits will increase by 25%. The discretion of the customer loyalty can use the following standard measure (Wu Jia
29、nan.(2004). Marketing Management. Beijing. Higher Education Press, p.464). 2.3.1 The number of repeat customers purchaseDuring a certain period of time, if the customer repeat purchases the product of a certain brand, he is loyalty to the product. 2.3.2 Customer buying timeAccording to the consumer
30、psychology, selection is the necessary stage when a customer purchases something. But the time is different. Therefore, it can also judge if the customer loyalty for a product from the length of choosing time. 2.3.3 Price sensitivePrice is very important to customers, but this does not mean that the
31、 customer is the same if they are sensitive to the price. Facts show that, for love and trust products, customer has a strong ability to adjust to the change in price, thats the low sensitivity, on the contrary, the high sensitivity. So according to this, customer loyalty can be measured.2.3.4 The a
32、ttitude to the competitive productsThe change of consumers attitude mostly appeared through the comparison of the competitions products. So, according to the customers attitude toward the competition product, customer loyalty can be judged from the opposite way. If the customer has a good impression
33、 of competitive products, it indicates that the low loyalty degree.2.3.5 The ability to bear the product quality problemAny kind of product quality problems may have many reasons, even the famous brand products, it is very difficult to avoid this situation. If the customers of high brand loyalty, ev
34、en if appear quality problem, customers will not change the brand.Chapter 3 Haidilaos Service and its benefits3.1 Haidilaos serviceHaidilao though is a hot pot restaurant， its core business is not food, but service. Everyone will have a strong impression of the nuanced services of Haidilao. They wil
35、l provide everything you need. When you are waiting for a table, you can enjoy many services, such as you can have many different types of beverages, on the sofa, playing cards, surf the Internet, clean your shoes and many other things, and all of the services, you can enjoy the freedom.3.1.1 Smile
36、Service Every people went Haidilao might feel like being at home. The staffs here treat their customers like their brothers and sisters, no matter how busy they are,the sincere smiles are always on their faces .Haidilaos service can even reach its customers as soon as they get off the car, employees
37、 there may give a bottle of pure water to the taxi driver or pay the parking feet to their customers. 3.1.2 Waiting serviceHaidilao is always roaring business, customers usually have to wait, and sometimes they even have booked in advance. However, waiting in Haidilao is much more different. A waiti
38、ng area is designed for this situation, customers can get shoes clean and playing cards there, and even surf online and manicure for free. They also provide some drinks and snacks, such as popcorn, fruit, milk and lemon juice. Compared to other hot pot restaurants, customers are more likely to wait
39、in the Haidilao and not boring, under conditions in which they can lose their appetite for no workers are concerned.3.1.3 Nuanced ServiceHaidilao is famous as its nuanced service. At least one attendant is assigned to serve one table. When ordering dishes, the waiter (or waitress) will give you some
40、 advises satisfied your requirement. Example, when we Chinese treat their friends on meal, as the host, they will order more than they can eat to show the hospitality, but, actually, both the guest and host dont want to waste. So, in this situation, Haidilaos attendant will suggest the proper quanti
41、ty of dish, and you can also order half of one dish.Haidilao will offer aprons to everybody, hair band to customers with long hair, and glass cleaning cloth for those glass-people, and even a plastic bag to protect your cell phone from the oil and smoke. If you go there with your baby, an experience
42、d older female attendant will take care of your baby, so you can have a good time there.The toilet service of Haidilao is also very impressive, high quality hand sanitizer and toilet paper. Especially to deserve to be mentioned that, someone will turn on or off the water for you, and then hand tissu
43、e will be put in your hand. Its kind of mummy way care.3.1.4 Special Service Its even possible that, when you have a cold and cough incidentally, the service people will have a bowl of ginger decoction for you, with free and cares. That may make you moving so deeply. Heres one thing happened on my f
44、riend, once he went to Haidilao to celebrate his birthday without telling the attendant. While we were having our fun, we toasted to him and said happy birthday. A moment later, some attendants came to us with a birthday cake, and a present packaged. They sang birthday song for him, and asked him to
45、 guess what the present was. That scene still is fresh in my mind. “Im going to remember all of this. Its so special and surprising.” said my friend. ( SWUFE-TF Service Marketing Essay p. 3) When leaving, you can also ask the packaging of soybean milk and lemonade is free.3.1.5 Creative ServiceThe y
46、ear 2003, when SARS came, many industries are decreased, and so did Haidilao. Zhang Yong, the board chairman of Haidilao, changed its selling strategy from “come to” to “to go”. “Customers dont want to go outside to eat, and then we can send food to their home.” said Zhang Yong.3.1.6 Conclusion of t
47、he ServiceWith its differentiable service, Haidilao earns many customers loyalty. Haidilao gives customers much more and better services, that makes customers have more perceived benefits, while the price is not so high, then their perceived value can be raised a lot. Thats why customers have such g
48、ood comments about Haidilao, and its also the way Haidilao stays in growing.3.2 The economic effects of the customer loyaltyThe economic effects of the customer loyalty embodies in the following three aspects.3.2.1 Loyal customers can bring more certainty to the enterprise sales prospectsCertainty means more stable customer relationship. This kind of certainty in buying habi