Study of Service Innovation Strategy Based on Customer Loyalty

摘要

Customer contact is a vital part in service marketing activities, which is decided by the characteristic of participation of service. According to this, the service firm's innovation activity should think improving customer loyalty as objective. The paper pointed out and analyzed some innovation strategies based on the two-dimension concept of customer loyalty advanced by Dick and Basu in 1994. At last, the choices were concluded correspondingly for service firms.