Theoretical Exploration on Customer Relationship Vulnerability in Two Types of Food Safety Situation

As the core value element of an enterprise, customer relationship has an important influence on the goals and performance of the enterprise, especially for food enterprise the significance is particularly outstanding. Food safety guarantee is the premise of keeping good customer relationship. In practice, food enterprise often faces two types of food safety situation, namely normal situation and crisis situation. How to analyze the customer relationship is the core content of enterprise customer management in the two types of situation. Consequently, based on the theories of customer satisfaction, loyalty, loss and relationship value, this paper proposes a new concept that is customer relationship vulnerability for describing the stability of customer relationship, and discusses the customer relationship in the two types of situation in "physical-informational-psychological" space, which uncovers the inner mechanism of customer relationship for food enterprise.