A study on the measurement and application of customer loyalty

With more intense competitions and increasing customer acquisition costs, more and more enterprises begin to devoted more effort to grow and maintain loyal customer groups in order to win the competitions. So, proposing and executing customer loyalty management strategy is very import for enterprises to maintain long-term relationship with customers. A lots study show providing comprehensive and differentiated services to fulfill customers' need is an important factor to improve customer relationship management level. This paper first analyses factors influencing customer loyalty and develops a conceptual customer loyalty model; then develope a customer loyalty measurement model; at last, develope a closed-loop dynamic and integrated customer loyalty management system. This study can help enterprises impove its customer loyalty management level. ? 2010 IEEE.EI