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

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1、标题：XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXAffectingcustomerloyalty:Dodifferentfactorshavevariousinfluencesindifferentloyaltylevels?原文：XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXAbstractThecurrentpaperstudiestheinfluenceofvariousfactorsoncustomerloyalty.Themainhypothesisofthestudyinsiststhatthelist

2、ofmostimportantfactorsaffectingloyaltyisdependantonthelevelofloyaltyofcostumers.LOGITmethodwasusedfortestingthehypothesesonthesampleofsurveydataabout1000privatecustomersofthebiggesttelecommunicationcompanyinEstonia.Theresultsrevealthatfouranalysedfactorsaffectingcustomerloyalty

3、(satisfaction,trustworthiness,imageandimportanceofrelationship)areplayingdifferentroleonthedifferentlevelsofcustomerloyalty.INTRODUCTIONRecentyearshaveshownagrowinginterestincustomerloyalty.Theglobalisationofcompetition,saturationofmarkets,anddevelopmentofinformationtechnologyh

4、aveenhancedcustomerawarenessandcreatedasituationwherelong-termsuccessisnolongerachievedthroughoptimisedproductpriceandqualities.Instead,companiesbuildtheirsuccessonalong-termcustomerrelationship.Accordingtoformerstudies,itcancostasmuchas6timesmoretowinanewcustomerthanitdoestoke

5、epanexistingone.(Rosenbergetal.1984:45)Dependingontheparticularindustry,itispossibletoincreaseprofitbyupto60%afterreducingpotentialmigrationby5%.(Reichheld1993:65)Hencewecanseethattheincreaseandretentionofloyalcustomershasbecomeakeyfactorforlong-termsuccessofthecompanies.Themai

6、nemphasisinmarketinghasshiftedfromwinningnewcustomerstotheretentionofexistingones.LITERATUREOVERVIEWSegmentationbasedoncustomerloyaltyTherearemultipleapproachestocustomerloyalty.Theoriesofbehavioralloyaltyweredominatinguntil1970consideringloyaltyasthefunctionoftheshareoftotalpu

7、rchases(Cunningham1956:118;Farley1964:9),functionofbuyingfrequencyorbuyingpattern(Tucker1964:32;Sheth1968:398)orfunctionofbuyingprobability(Hararyetal.1962;McConnell1968:14;Wernerfelt1991:231).Theseapproacheslookedatbrandloyaltyintermsofoutcomes(repeatpurchasebehavior)rathertha

8、nreasons,untilDay(1969)introducedthetwo-dimensionalcon