从顾客满意到顾客信任-以光明松鹤乳品有限公司为例摘 要从上世纪 80 年代以来，世界经济迅猛发展。世界经济的全球化、信息化发展日益深化。随着人们对产品和服务的需求趋于多样化，提供个性化的产品和服务、提高经济运行质量、增强企业、行业乃至国家的竞争力，已成为当代经济发展的重要趋势。新的经济环境需要发展新的指标来正确度量经济的运行状况。最大程度的争取客户的满意，培养客户中已深深引入到企业的发展理念中。从客户满意到客户信任已经成为当今世界企业发展过程中的共识。该文首先阐述了顾客满意和顾客信任理论的研究,其次对顾客满意和顾客信任关系的梳理分析，并结合国内外理论研究，整理出了从顾客满意走向顾客信任的战略规划。由此为企业今后的发展理念提供了有意的借鉴和启示。[关键词] 顾客满意;顾客信任;光明松鹤乳品;战略规划AbstractSince 80's of last century, the rapid development of the world economy. Globalization, informatization development of the world economy is deepened. As people demand for products and services are diversified, personalized products and services, improve the quality of economic operation, the enhancement enterprise, industry and national competitiveness, has become an important trend in contemporary economic development. The new economic environment requires the development of new indicator to measure economic status. The greatest degree of strive for customer satisfaction, fostering customer has been deeply into the concept of enterprise development. From customer satisfaction to customer trust has become the world in the process of enterprise development consensus. This article first elaborated the customer satisfaction and customer trust theory, secondly on customer satisfaction and customer trust relationship analysis, combined with the domestic and international theoretical research, sorted out the strategic planning from customer satisfaction to customer trust. This provides reference and Enlightenment intended for fut...
