CUSTOMER LOYALTY MANAGEMENT METHOD FOR ACTIVE LOYALTY MANAGEMENT VIA SELECTION OF IMPORTANT FACTORS AND INDEX OF LOYALTY CONTROL EFFECT

摘要

PURPOSE: A customer loyalty management method is provided to measure a value of a loyal customer based on a survey for assessing a current management status, and to index effect of a loyalty on a company service for constructing a loyalty enhancement. CONSTITUTION: The method comprises several steps. Periodical royal customers are counted and a new loyalty rate is extracted by using a customer satisfaction survey(201). A trend on the number of the periodical loyal customers is analyzed, and a periodical maintenance rate is extracted(202). A life time of an average loyal customer and a value of the life time are extracted via a cross sectional analysis on a specific time(203). The survey items having a similar trend are classified and a data reduction is performed via a main factor analysis. The highest loyalty index and the representative survey item with the largest interrelation parameter are extracted via a path analysis. In a case that a satisfaction rate of the representative survey item is enhanced, a loyalty control effect of the representative survey item is measured. Then, a customer response transition factor is extracted(221).