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