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Study on the Enterprise Customer Loyalty Based on the Marketing Ethics

Author: ZhouJing
Tutor: WuXiaoYan
School: Wuhan University of Technology
Course: Business management
Keywords: Marketing Ethics Customer Loyalty Customer Loyalty Promotion
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 25
Quote: 0
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Abstract


The enterprise customer loyalty promotion needs the support of the marketing ethics.Through the ethical corporate customer loyalty, you can greatly improve the corporate image, the customer satisfaction and the customer value. This thesis focuses on exploring the relationship between the ethics and the corporate customer loyalty, how to enhance and maintain the corporate customer loyalty from the point of the marketing ethics.The first chapter introduces the thesis research purpose, significance, research contents and methods, marketing ethics, research current situation of the customer loyalty.The second chapter introduces the ethics and loyalty marketing theory. Based on the literature review, it provides clear definitions of the marketing ethics and the customer loyalty, presents the influencing factors and metrics.The third chapter mainly clears the impact of marketing ethics on the enterprise customer loyalty. It analysis of the current status of corporate loyalty damaged, proposes the specific performance in the lack of marketing ethics of corporate loyalty, points out the marketing ethics had an impact on the enterprise customer loyalty,it is the foundation for the construction of the models in the empirical analysis.The fourth chapter is the empirical analysis of corporate loyalty.Firstly, it builds models, collects data through the questionnaires, and then carries out SPSS17for the validity and reliability test, descriptive statistical analysis and correlation analysis, then obtains the four factors of marketing ethics have a positive correlation between corporate loyalty through the empirical analysis conclusions.Chapter V enhances customer loyalty, based on the analysis of Chapters III and IV, by strengthening the construction external and internal construction of the marketing ethics.This chapter focuses on the internal and external construction synergies, implementing simultaneously in order to achieve the best results.Chapter VI contains the summary and the research prospects the thesis, summaries the research work which has been, the innovation of the thesis, and proposes the future research prospects. This thesis will focus on the impact of the marketing ethics on the corporate customer loyalty, proposing the methods and ideas of the promotion of customer loyalty based on the marketing ethics,and the significance still need to prove.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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