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ID:11164765
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页数:16页
时间:2018-07-10
《顾客忠诚度研究不同的因素对不同水平的顾客忠诚度有影响吗外文翻译()》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、标题:XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXAffectingcustomerloyalty:Dodifferentfactorshavevariousinfluencesindifferentloyaltylevels?原文:XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXAbstractThecurrentpaperstudiestheinfluenceofvariousfactorsoncustomerloyalty.Themainhypothesisofthestudyinsiststhatthelistofmostim
2、portantfactorsaffectingloyaltyisdependantonthelevelofloyaltyofcostumers.LOGITmethodwasusedfortestingthehypothesesonthesampleofsurveydataabout1000privatecustomersofthebiggesttelecommunicationcompanyinEstonia.Theresultsrevealthatfouranalysedfactorsaffectingcustomerloyalty(satisfaction,tr
3、ustworthiness,imageandimportanceofrelationship)areplayingdifferentroleonthedifferentlevelsofcustomerloyalty.INTRODUCTIONRecentyearshaveshownagrowinginterestincustomerloyalty.Theglobalisationofcompetition,saturationofmarkets,anddevelopmentofinformationtechnologyhaveenhancedcustomeraware
4、nessandcreatedasituationwherelong-termsuccessisnolongerachievedthroughoptimisedproductpriceandqualities.Instead,companiesbuildtheirsuccessonalong-termcustomerrelationship.Accordingtoformerstudies,itcancostasmuchas6timesmoretowinanewcustomerthanitdoestokeepanexistingone.(Rosenbergetal.1
5、984:45)Dependingontheparticularindustry,itispossibletoincreaseprofitbyupto60%afterreducingpotentialmigrationby5%.(Reichheld1993:65)Hencewecanseethattheincreaseandretentionofloyalcustomershasbecomeakeyfactorforlong-termsuccessofthecompanies.Themainemphasisinmarketinghasshiftedfromwinnin
6、gnewcustomerstotheretentionofexistingones.LITERATUREOVERVIEWSegmentationbasedoncustomerloyaltyTherearemultipleapproachestocustomerloyalty.Theoriesofbehavioralloyaltyweredominatinguntil1970consideringloyaltyasthefunctionoftheshareoftotalpurchases(Cunningham1956:118;Farley1964:9),functio
7、nofbuyingfrequencyorbuyingpattern(Tucker1964:32;Sheth1968:398)orfunctionofbuyingprobability(Hararyetal.1962;McConnell1968:14;Wernerfelt1991:231).Theseapproacheslookedatbrandloyaltyintermsofoutcomes(repeatpurchasebehavior)ratherthanreasons,untilDay(1969)introducedthetwo-dimensionalcon
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