最新浅析海底捞的客户忠诚度培养的战略.docx

最新浅析海底捞的客户忠诚度培养的战略.docx

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最新浅析海底捞的客户忠诚度培养的战略

浅析海底捞的客户忠诚度培养的战略

CONTENT

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”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

Abstract

Withtheemergenceoftheserviceeconomy,customerloyaltyhasbeenresearchedasatopic.Customerloyaltyreferstothecustomerforaparticularproductorserviceproducedafavorableimpression,formingapreference,andrepeatpurchaseofatrend.Thecustomerloyaltyisaffectedbyservicequality,addedvalueandaseriesoffactors.ForeignscholarReichHeldpointoutthatnowthemaintaskoftheenterpriseismanagingcustomerloyalty.Itisascience,andanyenterprisecan'tignorethecustomerloyaltyofeconomicscience.Loyalcustomerscanbringtotheenterpriseeconomicbenefits.Itistheenterprisethatgetsprofitandthedirectsourceofsustainablegrowth.Asacasualdiningrepresentationoftheenterprise,Haidilaohasformedabroadreputationandhighcustomerloyaltyamongcustomersandimplementingtheeffectivecultivationofcustomerloyalty,whichisthekeytokeepingcustomerbacktoeatingagain.And,theycarryoutitsprinciple:

Lovetoemployees,closetothecustomer,intentionofthegood,intentionofmanagement.

Keywords:

Haidilaocustomerloyaltyservicemarketing

Chapter1Introduction

Withthehigh-speedgrowthofleisurefood,overheatedinvestmentleadtomarketsupplytoappeal,sufficientmarketsupplymorealternativechoicetocustomers,Consumptiontransfercostreduction,thecustomerchurnup,leisurefoodenterprisecompetitionpressureincrease.

HaidilaoisahotpotrestaurantwhichoperatesSichuan-stylehotpotprimarily,whicha“five-star”hotpotrestaurantiscalledbythemedium.Thecustomerreturnrateisupto80%.HotpotisoneofthemostChina'spopularfolkcuisine,andinanycity,runningahotpotrestaurantisnoteasy,alsoinChinatocreateahotpotbrandisfillwithchallengesanddifficulties.Thebiggestcostofcateringindustrybusinessisnotfromfood,butfromrentedstorefront,water，electricity，employeewages,etc.Andallincomealmostcamefromcustomers.Socustomerloyaltybecomesprofitablesourceandthemaindrivingforceofgrowth.ItisalsoanimportantfactorthatdeterminesHaidilao'sprofit.Insuchalabor-intensive,lowthresholdmarketwithfiercecompetition,manyrestaurantschoosetofollowotherstoattractcustomers.ButHaidilaodidnotfollowthis.Theyfirstestablishedacorporateculture,andthenforthecustomertodeveloptheirloyalty.Enterpriseculturebusinessconceptisnotnew,butthisintermediatequalityrestaurantstillsurprisesmanypeople.

Chapter2CustomerLoyalty

2.1Thedefinitionofcustomerloyalty

Customerloyaltyisaprocess,aprogram,oragroupofprogramsgearedtowardkeepingaclienthappysoheorshewillprovidemorebusiness.Thecustomerloyaltyisactuallyacustomerbehaviorofsustainability;itistheextentofthecustomerloyaltytotheenterprise.Tosomeextent,loyaltyisnotrational.Accordingtothedegreeofloyalty,customerloyaltycanbedividedintofourdifferentlevels:

cognitiveloyalty,behaviorloyalty,intentionloyaltyandemotionalloyalty.

Customerloyaltyisthecentralgoalofrelationshipmarketing.Becausetheloyalconsumerrepeatpurchaseaproductorservice,customerloyaltyisofisthemeaningoftheenterprise.Onlywhentheenterprisecustomers,theymayhaveprofit;otherwise,ifthecustomerdoesnotchoosetheseenterprises,itwilllosetheeconomicsources,thisisthemostseriousblow,enterprise.Accordingtotheanalysis,whenanenterprisehave5%customerthanbefore,theprofitincreasesby100%.Thisisbecausetheenterprisenotonlysavetheadvertisingandpromotioncostswhichareneededtodevelopthenewcustomers,butalsowiththeenhancementofthecustomers'trustandloyaltytotheenterprise,itcaninducecustomerstoimproveproductpurchasetherelatedproducts.（WuJian'an.（2004）.MarketingManagement.Beijing.HigherEducationPress,p.463）.

2.2Theinfluencingfactorsofcustomerloyalty

2.2.1Servicequality

Servicequalityisnotjudgedbytheenterprises,butbythecustomer.Customers’perceptionofservicequalityistheessentialvalueofproductsandservicestocustomer,itincludesproductquality,servicequalityanddeliverycapabilityofthreemajoraspects.Thequalityoftheproductisonlyoneaspect,qualityofservice.Theproductqualityisthestaticreflectforthevaluetocustomers.

2.2.2Serviceexperience

Customerserviceexperienceisakindofpsychologicalfeelingandsatisfactionwhencustomersaccepttheproductsandserviceswhichtheenterprisesprovide.Withtheprogressofinformationtechnologyimpact,influenceserviceexperienceoncustomerloyaltybehavioralsoincreases.Inotherwords,customerexperienceneverhassuchimportantinfluenceoncustomerloyalty.

2.2.3Interactionrelationship

Relationshipinteractionisatwo-waycommunicationprocessbetweentheenterpriseandthecustomer.Sinceitwastheinteractionandaprocesslaunchedbyenterpriseandcustomer,whicharetwoaspectsoftherelationship.Ofcourse,onlytheinteractiondoesnotguaranteecustomerloyaltyrelationship,moreimportantiswhethertheinteractionisestablishedbasedontheprincipleofmutualbenefitrelationshipwiththeserviceconceptofthefoundation.

2.2.4Conceptidentity

Thecustomerloyaltyisalsorelatedtotheconceptofenterprise.Ifthecustomeridentitytheenterprise'sconcept,he（orshe）maybeloyaltytotheproductsandservicesoftheenterprise,especiallyfortheserviceenterprisesuchasHaidilao.

2.2.5Value-addedfeel

Noaddedvalue,notloyalty.Onlyhavegoodserviceisnotenough,enterprisesmustletcustomershavelong-termappreciationofthevalueofexperience.Customersgetthesenseofvalueisthedecidingfactorofenterprisetorealizetheoptimizationoflong-termpricing.

2.3Themeasureofthecustomerloyalty

Loyalcustomersarethemostvaluableassetsofenterprises.AnAmericanbusinessresearch:

loyalcustomerscanbringmoreprofitsthanthe20%to85%newcustomersforenterprise.Thenumberofloyalcustomersforeachadditional5%,corporateprofitswillincreaseby25%.Thediscretionofthecustomerloyaltycanusethefollowingstandardmeasure（WuJian'an.（2004）.MarketingManagement.Beijing.HigherEducationPress,p.464）.

2.3.1Thenumberofrepeatcustomerspurchase

Duringacertainperiodoftime,ifthecustomerrepeatpurchasestheproductofacertainbrand,heisloyaltytotheproduct.

2.3.2Customerbuyingtime

Accordingtotheconsumerpsychology,selectionisthenecessarystagewhenacustomerpurchasessomething.Butthetimeisdifferent.Therefore,itcanalsojudgeifthecustomerloyaltyforaproductfromthelengthofchoosingtime.

2.3.3Pricesensitive

Priceisveryimportanttocustomers,butthisdoesnotmeanthatthecustomeristhesameiftheyaresensitivetotheprice.Factsshowthat,forloveandtrustproducts,customerhasastrongabilitytoadjusttothechangeinprice,that'sthelowsensitivity,onthecontrary,thehighsensitivity.Soaccordingtothis,customerloyaltycanbemeasured.

2.3.4Theattitudetothecompetitiveproducts

Thechangeofconsumers'attitudemostlyappearedthroughthecomparisonofthecompetition'sproducts.So,accordingtothecustomer'sattitudetowardthecompetitionproduct,customerloyaltycanbejudgedfromtheoppositeway.Ifthecustomerhasagoodimpressionofcompetitiveproducts,itindicatesthatthelowloyaltydegree.

2.3.5Theabilitytobeartheproductqualityproblem

Anykindofproductqualityproblemsmayhavemanyreasons,eventhefamousbrandproducts,itisverydifficulttoavoidthissituation.Ifthecustomersofhighbrandloyalty,evenifappearqualityproblem,customerswillnotchangethebrand.

Chapter3Haidilao'sServiceandits'benefits

3.1Haidilao'sservice

Haidilaothoughisahotpotrestaurant，itscorebusinessisnotfood,butservice.EveryonewillhaveastrongimpressionofthenuancedservicesofHaidilao.Theywillprovideeverythingyouneed.Whenyouarewaitingforatable,youcanenjoymanyservices,suchasyoucanhavemanydifferenttypesofbeverages,onthesofa,playingcards,surftheInternet,cleanyourshoesandmanyotherthings,andalloftheservices,youcanenjoythefreedom.

3.1.1SmileService

EverypeoplewentHaidilaomightfeellikebeingathome.Thestaffsheretreattheircustomersliketheirbrothersandsisters,nomatterhowbusytheyare,thesinceresmilesarealwaysontheirfaces.

Haidilao’sservicecanevenreachitscustomersassoonastheygetoffthecar,employeestheremaygiveabottleofpurewatertothetaxidriverorpaytheparkingfeettotheircustomers.

3.1.2Waitingservice

Haidilaoisalwaysroaringbusiness,customersusuallyhavetowait,andsometimestheyevenhavebookedinadvance.However,waitinginHaidilaoismuchmoredifferent.Awaitingareaisdesignedforthissituation,customerscangetshoescleanandplayingcardsthere,andevensurfonlineandmanicureforfree.Theyalsoprovidesomedrinksandsnacks,suchaspopcorn,fruit,milkandlemonjuice.Comparedtootherhotpotrestaurants,customersaremorelikelytowaitintheHaidilaoandnotboring,underconditionsinwhichtheycanlosetheirappetitefornoworkersareconcerned.

3.1.3NuancedService

Haidilaoisfamousasitsnuancedservice.Atleastoneattendantisassignedtoserveonetable.Whenordering