摘要 当今时代，是一个竞争的时代，能力的时代，经济全球化和信息化、经济和科技的迅速发展加剧了市场竞争，任何一个社会主体都不可能回避这一现实，市场主体纷纷研究提高竞争力的策略，整合资源，提升综合竞争力。企业强大竞争力的根本取决于有没有高质量的服务，有没有忠诚的顾客，竞争的胜利者将是那些理解顾客价值，创造顾客价值，提高顾客满意度和忠诚度的企业。 关键词：服务；服务营销；顾客忠诚 Abstract: The present era is an era of competition and ability. Economic globalization and informatization, rapid development of the economy and science and technology intensify the marketing competition. Any society can not avoid this reality. Market begins to research strategies for improving competitiveness, integrate resources and enhance overall competitiveness. Powerful competitiveness depends on the quality of service and loyal customers. The competition winners will be those who understand the customer value, create customer value, improve customer satisfaction and loyalty.
Key words: service, service marketing, customer loyalty
