(四) 基于质量提升的思考
口碑被作为营销方法来研究,可以丰富既有的营销理论。就营销研究领域而言,口碑概念模型大多从顾客(即传者) 满意结果的角度来建立,而顾客满意源自顾客的质量与顾客预期的质量之间的比较。
正面的口碑在影响消费者购买决策的同时,也提高了消费者对该产品及其服务的预期,然而,公司过分地沉溺于之中,忽视了消费者预期的变化,未对其产品、服务进行及时更新、改进,令消费者大失所望,最终使正面的口碑变成了负面的宣传。为了使顾客持续满意,企业必须通过不断创新来提升产品和服务质量,以满足顾客不断提高的消费预期
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