Function Analysis Of Customer Loyalty And Application To Marketing Strategy

摘要

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (revised by the American Marketing Association, 2007). Although the purpose of marketing remains to be the creation of value-added deliverables, continuous acquisition and retention of customers, and achievement of management outcomes, the marketing strategy continues to change with time and technological innovation, becoming diversified regardless of the type of industry, goods, and services. Marketing was originally restricted to the process of mainly investigating, analyzing, and verifying primary factors and requirements by providers, but since then, it has transformed to an activity process mainly focusing on the relationship between customers and the society instead, and in recent years, customer behavior has been regarded as an important factor greatly affecting the market. One of the important indicators in marketing is customer loyalty and the customer behavior of trust and commitment to certain brands, goods, or services, which serves as a source of consumer buying behavior. In this paper, the author focuses on customer loyalty and discusses the effectiveness of applying VM to marketing strategy, through the presentation of FAST diagrams and an evaluation index system.