外文翻译影响顾客忠诚度不同的因素对不同水平的顾客忠诚度有影响吗.docx

外文翻译影响顾客忠诚度不同的因素对不同水平的顾客忠诚度有影响吗.docx

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外文翻译影响顾客忠诚度不同的因素对不同水平的顾客忠诚度有影响吗

标题：

Affectingcustomerloyalty:

Dodifferentfactorshavevariousinfluencesindifferentloyaltylevels?

原文：

Abstract

Thecurrentpaperstudiestheinfluenceofvariousfactorsoncustomerloyalty.Themainhypothesisofthestudyinsiststhatthelistofmostimportantfactorsaffectingloyaltyisdependantonthelevelofloyaltyofcostumers.LOGITmethodwasusedfortestingthehypothesesonthesampleofsurveydataabout1000privatecustomersofthebiggesttelecommunicationcompanyinEstonia.Theresultsrevealthatfouranalysedfactorsaffectingcustomerloyalty（satisfaction,trustworthiness,imageandimportanceofrelationship）areplayingdifferentroleonthedifferentlevelsofcustomerloyalty.

INTRODUCTION

Recentyearshaveshownagrowinginterestincustomerloyalty.Theglobalisationofcompetition,saturationofmarkets,anddevelopmentofinformationtechnologyhaveenhancedcustomerawarenessandcreatedasituationwherelong-termsuccessisnolongerachievedthroughoptimisedproductpriceandqualities.Instead,companiesbuildtheirsuccessonalong-termcustomerrelationship.Accordingtoformerstudies,itcancostasmuchas6timesmoretowinanewcustomerthanitdoestokeepanexistingone.（Rosenbergetal.1984:

45）Dependingontheparticularindustry,itispossibletoincreaseprofitbyupto60%afterreducingpotentialmigrationby5%.（Reichheld1993:

65）Hencewecanseethattheincreaseandretentionofloyalcustomershasbecomeakeyfactorforlong-termsuccessofthecompanies.Themainemphasisinmarketinghasshiftedfromwinningnewcustomerstotheretentionofexistingones.

LITERATUREOVERVIEW

Segmentationbasedoncustomerloyalty

Therearemultipleapproachestocustomerloyalty.Theoriesofbehavioralloyaltyweredominatinguntil1970consideringloyaltyasthefunctionoftheshareoftotalpurchases（Cunningham1956:

118;Farley1964:

9）,functionofbuyingfrequencyorbuyingpattern（Tucker1964:

32;Sheth1968:

398）orfunctionofbuyingprobability（Hararyetal.1962;McConnell1968:

14;Wernerfelt1991:

231）.Theseapproacheslookedatbrandloyaltyintermsofoutcomes（repeatpurchasebehavior）ratherthanreasons,untilDay（1969）introducedthetwo-dimensionalconceptofbrandloyalty,whichstatedthatloyaltyshouldbeevaluatedwithbothbehavioralandattitudinalcriteria.Contemporaryresearchesconsiderandaccentthepsychological（mostlyattitudinalandemotional）factorofloyalty（Jacobyetal.1973:

2;Oliver1999:

34;Chaudury1995:

28;Djupe2000:

79;Reichheld2003:

47）.Therearealsoapproachescomparingloyaltywithmarriage（Hofmeyretal.2000:

53–83;Lewitt1983:

89;Dwyeretal.1987:

14）.

Thesedifferentapproachesallowdistinguishingcustomersaswhetherbehaviorallyoremotionallyloyal.Behaviorallyloyalcustomersactloyalbuthavenoemotionalbondwiththebrandorthesupplierwhereasemotionallyloyalcustomersdo.JonesandSassercallthesetwokindofloyaltyaccordinglyfalseortruelongtermloyalty（Jonesetal.1995:

90）.HofmeyrandRice（2000:

87）dividecustomerstoloyal（behavioral）orcommitted（emotional）.Emotionalloyaltyismuchstrongerandlongerlastingthanbehavioralloyalty.It’sanenduringdesiretomaintainavaluedrelationship.Therelationshipissoimportantforthecustomerthatheorshemakesmaximumeffortstomaintainit.（Morganetal.1995:

24;Reichheld2003:

9;Moormanetal.1992:

316）Highlybondedcustomerswillbuyrepeatedlyfromaprovidertowhichtheyarebonded,recommendthatprovidertoothers,andstronglydefendthesechoicestoothers–insistingthattheyhavechosenthe“best”productorservice.（Butzetal.1996:

65）

Behaviorallyloyalcustomerscouldbedividedtosub-segmentsbythereasonofacting:

•Forcedtobeloyal,

•Loyalduetoinertiaor

•Functionallyloyal.

Customersareforcedtobeloyalwhentheyhavetobeclientseveniftheydonotwantto.Customersmaybeforcedtoconsumecertainproductsorproducts/servicesofferedbycertainvendore.g.whenthecompanyactsasamonopolyorthepoorfinancialstatusofthecustomerislimitinghisselectionofgoods.Grönholdt,MartensenandKristensenhavefoundthatcompanieswithlowpricestrategyhadamuchhigherloyaltythanexpectedfromtheircustomersatisfaction.Ontheotherhand,companiesthathadusedalotofenergyonbrandingindeedhadahighcustomersatisfactionbuttheydidnothaveacorrespondinglyhighloyalty.（Grönholdtetal.2000:

512）Forcedloyaltycouldbeestablishedtroughcreatingexitbarriersaswell.

Loyalbehaviourmayalsoresultfrominertia–customerdoesnotmovetoanothervendorduetocomfortorrelativelylowimportanceofoperation–ifthechoicehaslowimportance,thereisnopointtospendtimeandeffortonsearchingforalternatives.Thus,basedonhisfaithinthesuitabilityofthecurrentproduct,thecustomercontinuestouseitwithoutcheckingalternatives.It’sinaccordancetoOliver’sapproachofcognitiveloyalty:

theloyaltythatisbasedonbrandbeliefonly.“Cognitioncanbebasedonpriororvicariousknowledgeoronrecentexperience-basedinformation.Ifthetransactionisroutine,sothatsatisfactionisnotprocessed（e.g.trashpickup,utilityprovision）,thedepthofloyaltyisnodeeperthanmereperformance.”（Oliver1999:

35）HofmeyrandRice（2000:

23）saythatoneofthereasonsthatcustomersdon’tswitchbrandswhentheyaredissatisfiedisthattheyfeelthatthealternativesarejustasbadasthebrandtheyareusingorevenworse.Inertiamaybecausedalsobylackofinformationaboutattractivecharacteristicsofthebrands（Wernerfelt1991:

231）.

Functionallyloyalcustomersareloyalbecausetheyhaveanobjectivereasontobe.Wernerfeltpointsout“cost-basedbrandloyalty”wherebrandutilitieshaveapositiveinfluenceonbrandchoice.（Wernerfelt1991:

231）Functionalloyaltycanbecreatedbyfunctionalvaluesusingprice,quality,distribution,usageconvenienceofaproductorthroughdifferentloyaltyprograms（points,coupons,games,drawsetc.）givingaconcretereasontoprefercertainsupplier.Unfortunatelycompetitorscanmosteasilycopyfunctionalvalues.Thus,creatingfunctionalvalueoffersafleetingcompetitiveadvantage:

functionalloyaltycan’tbeverylonglasting.（Barnes2003:

8）

JonesandSasser（1995:

94）proposethreemeasuresofloyaltythatcouldbeusedinsegmentationbyloyalty:

•Customer’sprimarybehavior–recency,frequencyandamountofpurchase;

•Customer’ssecondarybehavior–customerreferrals,endorsementsandspreadingtheword;

•Customer’sintenttorepurchase–isthecustomerreadytorepurchaseinthefuture.

Basedonthetheoreticalliteraturepresentedabove,thecustomersofacertaintelecommunicationprovidercouldbesegmentedbytheirloyaltyasfollows（seealsoFigure1）:

Figure1.Generalsegmentationofcustomersbyloyalty

•Committedoremotionallyloyalcustomers–activecustomerswhouseonlythecertainprovider’sservicesanddeclarethattheywilluseonlythisproviderinthefutureandrecommendthisprovidertoothers;

•Behaviorallyloyalcustomers–activecustomerswhouseonlythecertainprovider’sservicesanddeclarethattheywilluseonlythisproviderinthefuturebutdonotagreetorecommendthisprovidertoothers（inertorfunctionallyloyal）;

•Ambivalentordubiouscustomers–activecustomerswhouseonlythecertainprovider’sservicesbutdon’tknowwhichprovidertheywilluseinthefuture;

•Disloyalreducers–customerswhohavereducedorwillreducethepercentageoftheprovider’sservicesintheirusage;

•Leavers–customerswhodeclare,thattheywillcertainlyleavethisprovider.

Factorsaffectingcustomerloyalty

Theimpactofsatisfactiononloyaltyhasbeenthemostpopularsubjectofstudies.Severalstudieshaverevealedthatthereexistsadirectconnectionbetweensatisfactionandloyalty:

satisfiedcustomersbecomeloyalanddissatisfiedcustomersmovetoanothervendor.（Heskettetal.1993:

165–167）TheprimaryobjectiveofcreatingACSI（AmericanCustomerSatisfactionIndex）in1984wastoexplainthedevelopmentofcustomerloyalty.InACSImodelcustomersatisfactionhasthreeantecedents:

perceivedquality,perceivedvalueandcustomerexpectations.（Andersonetal.2000:

873）IntheECSI（EuropeanCustomerSatisfactionIndex）modelperceivedqualityisdividedintotwoelements:

“hardware”,whichconsistsofthequalityoftheproductorserviceattributes,and“humanware”,whichrepresentstheassociatedcustomerinteractiveelementsinservice,i.e.thepersonalbehaviourandatmosphereoftheserviceenvironment.（Grönholdtetal.2000:

510）Inbothmodelincreasedsatisfactionshouldincreasecustomerloyalty.Whenthesatisfactionislowcustomershavetheoptiontoexit（e.g.goingtoacompetitor）orexpresstheircomplaints.Researcheshaveshownthat60–80%ofcustomerswhodefecttoacompetitorsaidtheyweresatisfiedorverysatisfiedonthesurveyjustpriortotheirdefection.（Reichheldetal.2000:

137）Soit’sclearthattheremustbealsootherfactorsbesidesatisfactionthathaveacertainimpactoncustomerloyalty.

Imageofbrandorsupplierisoneofthemostcomplexfactors.Itaffectsloyaltyatleastintwoways.Firstly,customermayusehispreferencestopresenthisownimage.Thatmayoccurbothinconsciousandsubconsciouslevel.AccordingtotheBelk’stheoryofextendedself,peopledefinethemselvesbythepossessionstheyhave,manageorcreate.（Belk1988:

160）Aakerhasshownhowconsumerspreferbrandswithpersonalitytraitsthatarecongruentwiththepersonalitytraitsthatconstitutetheir（malleable）selfschemas（Aaker1999:

45）Kim,HanandParkhaveresearchedtheli