分类号： 学 校 代码：10069
密级： 研究生学号：120180409
F 商用厨具公司提升顾客忠诚度策略研究
Research on the Strategy of F Commercial Kitchenware Company to
Improve Customer Loyalty
研究生姓名： 王玉琴
专 业 名 称 ： 工 商 管 理
指导教师姓名： 裴淑媛 副教授
论文提交日期： 2021 年 12 月
学位授予单位： 天津商业大学
独创性声明及使用授权声明
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对此进行了审定。对本文的研究做出重要贡献的个人或集体，本人已在文中做出明
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本人同意授权天津商业大学以非赢利方式保存、使用本人的学位论文的电子版
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大学所有。
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日期： 2021 年 12 月 16 日
摘 要
商用厨具作为餐饮业的重要组成部分，伴随着餐饮业的高速发展，商用厨具行
业也相应得到快速发展。我国商用厨具从上个世纪八十年代开始发展，经过 40 多年
的快速成长，已经发展为比较成熟的产业。产品不断创新，越来越标准化、多样化、
人性化、智能化。但由于粗放式发展，生产厂家众多，同类产品同质化严重，同行
商家较多，顾客从线上、线下渠道购买选择方便，产品价格透明，顾客从不同商家
购买同类型产品的区别并不明显，使得顾客对某一家特定商用厨具公司的忠诚度降
低。另外，近两年原材料价格上涨，产品价格上调，各种费用增加，大多数民营商
用厨具企业面临着较大的经营压力，而顾客是企业生存和发展的基础，是企业的命
脉，市场竞争其实就是企业争夺顾客的竞争。想要在激烈的行业竞争中取得优势，
很大程度上取决于如何从影响顾客忠诚度的众多因素中找到自身特有的因素，有针
对性的提高其顾客忠诚度。
本文以 F 公司为研究对象，F 公司是一家集设计、生产、安装、售后、咨询的专
业商用厨具公司，深耕细作二十多年，在行业内有一定的知名度，积累了较多的顾
客资源。面对激烈的市场竞争，F 公司目前也面临着顾客忠诚度下滑，盈利水平降低
的局面，为此，提升顾客忠诚度、吸引顾客、留住顾客，就成为F 公司越来越重视
的问题。在认真阅读和整理国内外学者关于顾客忠诚度的学术研究成果后，采用访
谈调研的方法，分别对F 公司一些具有代表性的顾客以及 F 公司的中、高层领导、
一线业务员、售后服务人员进行了深度访谈，访谈探讨了几个主要因素对 F 公司顾
客忠诚度产生的影响和作用，调研了F 公司顾客忠诚度的现状，分析了目前F 公司
在顾客忠诚度方面面临的问题，并提出针对性的解决方案，提高顾客满意程度和顾
客忠诚程度，维护并拓展顾客群，促进销售，扩大市场占有率。
本文从几个方面分析和评价了 F 公司的顾客忠诚度现状，包括：顾客重复购买
的情况、交叉购买情况、顾客对价格的敏感程度、顾客对竞争者的态度、对产品质
量和服务质量的承受能力等。分析了导致 F 公司顾客忠诚不足的原因有：顾客满意
的程度、顾客的转换成本、顾客的信任和情感因素、企业与顾客联系的紧密程度、
员工对企业的忠诚度、企业对顾客的忠诚度等方面都有待提升。结合顾客忠诚度的
理论和 F 公司顾客忠诚度的实际情况，本文有针对性地提出提升 F 公司顾客忠诚度
的管理策略:一是努力实现顾客满意，二是提高顾客的转换成本，三是增强顾客的信
任与感情，四是加强与顾客的业务联系，五是充分利用顾客数据进行顾客关系管理，
六是加强员工管理，七是以企业自己的忠诚换取顾客的忠诚。
本文采取理论和实践经验相结合，针对小型商用厨具企业的顾客忠诚进行分析，
为 F 公司找出顾客忠诚度下滑的原因，给出提升顾客忠诚度水平的意见，为 F 公司
实施优化客户关系管理、提高核心竞争力的措施提供参考，具有一定的实操性和实
用性。
关键词：商用厨具；顾客忠诚；顾客满意
ABSTRACT
As an important part of the catering industry, commercial kitchenware industry has
developed rapidly with the rapid development of the catering industry. China;s commercial
kitchenware began to develop in the 1980s. After more than 40 years of rapid growth, it has
developed into a relatively mature industry. Products are constantly innovating, becoming
more and more standardized, diversified, humanized and intelligent. However, due to
extensive development, there are many manufacturers, serious homogenization of similar
products, many peer merchants, convenient purchase and selection of customers from
online and offline channels, transparent product prices, and no obvious difference in
customers; purchase of the same type of products from different merchants, which reduces
customers; loyalty to a specific commercial kitchenware company. In addition, in the past
two years, the prices of raw materials, product prices and various expenses have increased.
Most private commercial kitchenware enterprises are facing great business pressure, and
customers are the basis of enterprise survival and development and the lifeblood of
enterprises. In fact, market competition is the competition for customers. To gain an
advantage in the fierce industry competition, largely depends on how to find their own
unique factors from the many factors affecting customer loyalty and improve their customer
loyalty.
This paper takes F company as the research object. F company is a professional
commercial kitchenware company integrating design, production, installation, after-sales
and consultation. It has been deeply cultivated for more than 20 years, has a certain
popularity in the industry and has accumulated more customer resources. Facing the fierce
market competition, F company is also facing the situation of declining customer loyalty
and declining profitability. Therefore, improving customer loyalty, attracting customers and
retaining customers has become a problem that F company pays more and more attention to.
After carefully reading and sorting out the academic research results of domestic and
foreign scholars on customer loyalty, the method of interview and investigation was
adopted to conduct in-depth interviews with some representative customers of F company,
as well as the middle and senior leaders, front-line salesmen and after-sales service
personnel of F company. The interview discussed the impact and role of several main
factors on customer loyalty of F company, This paper investigates the current situation of
customer loyalty of F company, analyzes the problems faced by F company in customer
loyalty, and puts forward targeted solutions to improve customer satisfaction and customer
loyalty, maintain and expand customer base, promote sales and expand market share.
This paper analyzes and evaluates the current situation of customer loyalty in F
company from several aspects, including customer repeat purchase, cross purchase,
customer sensitivity to price, customer attitude towards competitors, tolerance to product
quality and service quality, etc. The reasons for the lack of customer loyalty of F company
are analyzed: the degree of customer satisfaction, customer conversion cost, customer trust
and emotional factors, the close relationship between enterprises and customers, employee
loyalty to enterprises, enterprise loyalty to customers and so on. Through the investigation
and analysis of the current situation of F company;s customer loyalty, this paper puts
forward the management strategies to improve F company;s customer loyalty: first, strive to
achieve customer satisfaction, second, reward customer loyalty, third, improve customer
conversion costs, fourth, enhance customer trust and feelings, fifth, strengthen bilateral
business relations and improve irreplaceable, and sixth, strengthen employee management,
Seventh, exchange the enterprise;s own loyalty for customer loyalty.
This paper combines theory with practical experience, analyzes the customer loyalty
of small commercial kitchenware enterprises, finds out the reasons for the decline of
customer loyalty for