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()

《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