顾客品牌忠诚度外文翻译.docx
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顾客品牌忠诚度外文翻译
毕业论文(设计)外文翻译
题 目:
论客户关系管理在市场营销中的运用
一、外文原文
标题:
CustomerBrandLoyalty
原文:
Abstract
Withtheappearanceofdeceptivesales,poorcustomercareandcrookedpromotion,keepingloyalcustomersbecomesevenmoredifficult.Eventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofasuccessfulcompany.
Keywords:
Customercare,Brand,Customerloyalty,Brandloyalty
1.Backgroundinformationofcustomerbrandloyalty
Sincetheworldisaglobalmarketingnow,competitionamongdiversecorporationshasbecomemoredrastic.Inordertoseizeholdoftheadvantagedpositioninthemarketplace,amassofmarketingspecialistsworkoutmultifariousstrategiestoinsuretheirtriumphforalongtime.Amongtheseadvancedstrategies,developingandmaintainingcustomerbrandloyaltyisconsideredtobeapreferableoptionbymoreandmoreentrepreneurs.Nevertheless,therearestilllotsofpeoplewhorefusetoattempttothistechnique.Theyassertthatitisimpossibletoachievetheidealtarget,especiallyinthedevelopedmarketingeconomy.Onecanclearlyseethateventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofasuccessfulcompany.
1.1Thedefinitionofbrandloyalty
Brandloyaltyisdefinedaskeepingpreferabletoaspecificproductorservice(BNETBusinessDictionary).Torephraseit,faithfulpurchaserstrendtopaymoneyforthesamebrandofmerchandise,andspeakhighlyofitsvalues.What’more,theybelievethattheirchoiceisbetterthanothers.
1.2Thedevelopmentoftheconcept
Thenotionofpurchasertrustworthinesscamethroughalongtimeandchangedalot.InanarticlebyGonring(2008,p.29),customerbrandwasgiventhedefinitionofproductqualitybeforethe1980s.Duringthelate1980sandnearthebeginning1990s,itsemphasischangedfromqualitytocustomers.Still,withthecompetitorscomingintothemarketinthelate1990s,satisfyingandcaringmuchabouttheclientsbecameamuchmoresignificantobjectofmanycorporations.Sincethen,peoplehavepaidmoreandmoreattentiononcustomertomakemoreprofits.
1.3Fourtypesofloyalty
Customerbrandloyaltyhasmanyaspects.Rowley(2005,p.574)concludesthattherearefourtypesofloyalty:
captive,convenience-seekers,contentedandcommitted.Captivecustomerspreferrepeatedlypurchasingthesameproduct,serviceandbrandbecauseoflackofopportunitiestosubstituteforalternatives.Convenience-seekersmaynotrespectthebranditself,butlookontheconveniencethatcancarry.Contentedconsumershowever,haveapositiveattitudetoabrand,buttheywon’tattempttosomeextraconsumption.Theperfectoneisthecommitted,whoareactivebothinattitudeandbehavior.
2.Consumerbrandloyaltyhasasignificantpositioninthemarketing.
2.1Regardedasanessentialfeatureofbrandvalue
Itisadmittedlytruethatshopperallegianceforabrandintruthcontributesmuchtomarketing.Accordingtotheconceptofbrandloyalty,itisregardedastheessentialfeatureofbrandvalue.TheAmericanMarketingAssociationgivesittheexplanationas“thesituationinwhichaconsumergenerallypaysmoneyforthesamemanufacturer-originatedproductorservicerepeatedlyovertimeratherthanbuyingfrommultiplesupplierswithinthecategory”or“thedegreetowhichaconsumerconsistentlypurchasesthesamebrandwithinaproductclass”(2006,qtdinMoisescu).
Theauthordrawsattentiontothefactthatsinceotherdescriptiveaspectsofbrandequity,suchasconsiderablequality,associationsandawareness,allhaveconsanguineousrelationshipwithpurchaseandappreciation,theycanguaranteethelevelofbrandloyalty.Itfollowsthatbrandfidelitymayaddthesatisfactionofotherdimensionsofbrandvalue.Forexample,branddevotionalwaysleadsthepayerstobelievetheperceivedqualityofthebrandisbetterthanothers.
2.2Cutdowncosts
Thisstrategymayfacilitatevendorsexpendlessbutattainutmostmoneyinthemarketing.TheworkofReichheld(2000,qtdinBanasiewicz)revealsthatsellershavetowasteasmuchasfourtimesmoneytoattractnewclientsthantocontinuetheloyalcustomer.Onaccountofthis,theauthorturnedtoaperfectstatistictoprovethiscontention.Hegoesontoindicatethatforanindividualcustomer,youhavetojustspend5percentofwealthforkeepinghisloyalty;alternatively,youwillreceive75%ofprofitsthathewillbringin.Itcanbecomprehendedasacquiringnewpurchasersexpendmoremoneytoadvertising,giveawayandindustrydiscount.
2.3Lesssensitivetoprice
Typicalloyalpurchasersarelesssensitivetoprice.Becauseofthis,whenaproductmarkup,theywon’tlessenthequantityoftheybuy.ItistheviewofReilly(2008)thatloyalcustomersdeemtheassessmentoftheproduct.Asaconsequence,theystrongbelievetheirchoices.Inthatcase,theytrendtocenterlessontheprice.
2.4Bringinnewpotentialfaithfulconsumers
Thepotentialbenefitthattheloyalcustomersareabletoaddisthattheymaybringinmorenewconsumers.Atthesametime,thesepotentialconsumersarealsopossibletobecomethefutureloyalcustomers.Agoodexampleofthisisthatwhenonerepeatedlybuythesamebrandcosmetic,andconsideritconvenienttouse,hewillrecommendittohisclassmatesandgirlfriend.Hence,thereisnowonderthatpeoplearoundalwaysownthesamebrandofclothesaswellasothercommodity.Incontrast,ifpeoplearoundmecomplainthepoorqualityofabrandtomefrequently,Iwon’tthinkofowningitaswell.
2.5Benefitinglobalmarketplace
Mostofall,intheglobaleconomy,clientbranddependabilitystandsoutasanimportantcompetitiveweapon.Kust(2008,p.24)correctlyarguesthattheworldhasswitchedintoaglobalbusinessinthelast10decades;developingthebrandloyaltygloballyisessentialtoenterthemarket.Hegoesontoindicatethatinordertokeepatrustrelationshipwiththeirconsumer,corporationsshouldcreateacustomerbrandloyaltyprogramamongcustomers.
3.Difficultiessometimesstopbusinessmenfromworkingoutthetechnology.
3.1Purchasersrefuseloyaltyprograms
Itisapopularbelief,however,thatwemayfindcertaindifficultiestofacewithconsumerloyalty.Firstofall,Consumersarelesswillingtoparticipatetocustomerloyaltyprogramforseveralreasons.Theexcellentconsumerloyaltyprogramconcludesbothrewardsandrecognition;nevertheless,notwithstanding,thetargetdoesn’tmakesenseinthemodernsociety.Thomas(2009,qtdinSilverstein)drawsattentiontothefactthatwithcustomersfacinganarrayofchoices,theywillbeparticularaboutwhattheybuy;asaconsequence,wearepayingmoreattentionontherewardsofaproduct.Itmeansthatlittlerewardswon’tsatisfyusanymore.Inotherwords,itisthemoderneconomyenvironmentthatmakesitmoredifficultforthesellerstoremuneratepeople.
3.2Loyalprogramsisincomplete
Yetanotherprimaryreasonfornon-participationisthatcustomershavemorerequirementsonloyaltyprogram.AccordingtoSilverstein(2009),morethan50%ofaudiencescomplainthatmostloyaltyprogramslookthesame,sotheyloseinteresttobelongtoanyprogram.Worsestill,somepeoplewhooncetookpartinanyloyaltyprogramevendropoutbecauseofthesetworeasons.Atthesametime,somepeoplecontentthatcompaniesentrepreneursshouldn’trelyabsolutelyoncustomerfidelity.Agoodexampleofthisisthatcurrentloyaltyprogramexistssomedrawbackswhichmakeitsfunctionincomplete(2003,Uncles,p.294).Theauthorexaminesthatmostpeopletrendtopaymoneyfortheproducttheyrequire.Insimplerterms,customerschooseonlyonecategoryofbrandsisanidealcondition.
4.Thereareseveralinfectionsofpurchasers’loyalty.
Whileitistruethatretainingloyaltymeetsalotoftrouble,thereissomethingcanbedonetoreducetherisks.Itcanbeclearlybemaintainedthatfindingthecomplicationofbrandloyaltycanaidussolvetheproblems.Tobeginwith,theyshouldhaveadeepanalysisofthecustomers’purchaseinclination.Forinstance,whattheywouldliketopay,howmuchtheyprefertospentontheparticularkindofgood,andhowoftentheygoonshopping(Neuberger,2008).
4.1Brandreputation
Enterprisersshouldpaymoreattentionontherelationshipofbrandloyaltyandbrandreputation.ReferencetoSelnes(1996,p.19)revealsthat,brandreputationisoneofthemostsignificantdriverofbrandloyalty,soitisefficienttopursuereputationforbetterconsumerreliability.Toputitbriefly,havingagoodreputationmeansthatcustomersarepreferableforthisproductonattitude;hence,theywilltakeactiontobuythisproducts.Thatistosay,brandreputationcontributestobrandloyaltybyincreasingwillingnessandbeliefsothattheattitudemaychangetobehavior.
4.2Brandimage
Brandimageplayanimportantroleinbrandbuilding,especiallyincustomerdependability.AsReichheld(2001,qtdinHsiehandLi,p.529)perceptivelystatethatpreferablebrandimagewillleadconsumerstoconceiveaperceptionofanorganization’spublicrelationshippractice,whichmatchesthecorporatereputationbetter.Withthisinmind,customersaremorelikelytoretainoptimisticfaith,attitude,andaction.Itmustbethereforebeacknowledgedthatcustomerloyaltygrowsfastthroughapprovingbrandimage.
4.3Consumers’satisfaction
4.3.1Positiveeffectonasingleproduct
Theevidenceseemstobestrongthatwhenwetalkaboutloyalty,wecan’tforgettomentioncustomersatisfaction.Ha(2009,p.198)hasexpressedtheviewthatsatisfactionisacrucialfactorofthecustomerperformanceandattitude.Intheexample,theresearchergetst