电子商务下零售业顾客忠诚度的建立摘要随着电子商务技术的开发与应用，零售业逐渐摆脱原有的地域性限制，向网络化方向迈进，网络购物迅速发展。据中国互联网信息中心（CNNIC）统计资料显示，我国通过网上商店购买过商品或服务的消费者数量已由2006年的3233.2万人上升至2007年的4641万人，呈明显的上升趋势。电子商务下零售业的快速发展包含很多因素,其中顾客忠诚度的重要性也明显的显露出来。目前,零售业竞争的环境发生着剧烈的动荡和变化,顾客忠诚以其对企业经营绩效产生的巨大贡献而日益成为人们关注的焦点。但也因此表现出了很多不足,例如电子商务应用不当而导致顾客失去对零售业的信任,商务信息闭塞所引起的顾客失去了对零售业的忠诚等等,因此对怎样利用电子商务来提高零售业顾客忠诚度是值得研究的话题。关键词电子商务；零售业；顾客忠诚AbstractAlongwiththeelectroniccommercetechnology'sdevelopmentandtheapplication,theretailtradegetsridoftheoriginalregionallimitgradually,makesgreatstridesforwardtothenetworkdirection,networkshoppingrapidlyexpand.AccordingtotheChineseInternetmessagecenter(CNNIC)thestatisticaldatademonstratedthatourcountryhaspurchasedthecommodityorserviceconsumerquantitythroughon-linestoreroseby200632,332,000peopleto200746,410,000people,assumestheobvioustrendofescalation.Underelectroniccommerceretailtrade'sfastdevelopmentcontainsmanyfactors,thecustomerloyalty'simportancealsoobviousreveals.Atpresent,theretailtradecompetition'senvironmentishavingthefierceturbulenceandthechange,thecustomermanagesthegreatcontributionwhichbyittotheenterprisetheachievementsproducetobecomethefocalpointwhichdaybydayloyallythepeoplepayattention.Butalsothereforedisplayedmanyinsufficiencies,forexampleelectroniccommerceappliedimpropercausesthecustomertolosetotheretailtradethetrust,thecommercialinformationstopsupthecustomerwhocausedtoloseloyallytotheretailtradeandsoon,thereforehowtoenhancethetopicwhichusingtheelectroniccommercetheretailtradecustomerloyaltywasworthstudying.Keywordselectroniccommerce;retailtrade;customerloyalty目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc230755069"摘要PAGEREF_Toc230755069\hIAbstarct..................................................................................................................................................PAGEREF_Toc230755069\hIPAGEREF_Toc230755069\hIHYPERLINK\l"_Toc230755071"第1章绪论PAGEREF_Toc230755071\h1HYPERLINK\l"_Toc230755072"1.1课题研究背景PAGEREF_Toc230755072\h