1、标题AFFECTINGCUSTOMERLOYALTYDODIFFERENTFACTORSHAVEVARIOUSINFLUENCESINDIFFERENTLOYALTYLEVELS原文ABSTRACTTHECURRENTPAPERSTUDIESTHEINFLUENCEOFVARIOUSFACTORSONCUSTOMERLOYALTYTHEMAINHYPOTHESISOFTHESTUDYINSISTSTHATTHELISTOFMOSTIMPORTANTFACTORSAFFECTINGLOYALTYISDEPENDANTONTHELEVELOFLOYALTYOFCOSTUMERSLOGITMETHO
2、DWASUSEDFORTESTINGTHEHYPOTHESESONTHESAMPLEOFSURVEYDATAABOUT1000PRIVATECUSTOMERSOFTHEBIGGESTTELECOMMUNICATIONCOMPANYINESTONIATHERESULTSREVEALTHATFOURANALYSEDFACTORSAFFECTINGCUSTOMERLOYALTYSATISFACTION,TRUSTWORTHINESS,IMAGEANDIMPORTANCEOFRELATIONSHIPAREPLAYINGDIFFERENTROLEONTHEDIFFERENTLEVELSOFCUSTOME
3、RLOYALTYINTRODUCTIONRECENTYEARSHAVESHOWNAGROWINGINTERESTINCUSTOMERLOYALTYTHEGLOBALISATIONOFCOMPETITION,SATURATIONOFMARKETS,ANDDEVELOPMENTOFINFORMATIONTECHNOLOGYHAVEENHANCEDCUSTOMERAWARENESSANDCREATEDASITUATIONWHERELONGTERMSUCCESSISNOLONGERACHIEVEDTHROUGHOPTIMISEDPRODUCTPRICEANDQUALITIESINSTEAD,COMPA
4、NIESBUILDTHEIRSUCCESSONALONGTERMCUSTOMERRELATIONSHIPACCORDINGTOFORMERSTUDIES,ITCANCOSTASMUCHAS6TIMESMORETOWINANEWCUSTOMERTHANITDOESTOKEEPANEXISTINGONEROSENBERGETAL198445DEPENDINGONTHEPARTICULARINDUSTRY,ITISPOSSIBLETOINCREASEPROFITBYUPTO60AFTERREDUCINGPOTENTIALMIGRATIONBY5REICHHELD199365HENCEWECANSEE
5、THATTHEINCREASEANDRETENTIONOFLOYALCUSTOMERSHASBECOMEAKEYFACTORFORLONGTERMSUCCESSOFTHECOMPANIESTHEMAINEMPHASISINMARKETINGHASSHIFTEDFROMWINNINGNEWCUSTOMERSTOTHERETENTIONOFEXISTINGONESLITERATUREOVERVIEWSEGMENTATIONBASEDONCUSTOMERLOYALTYTHEREAREMULTIPLEAPPROACHESTOCUSTOMERLOYALTYTHEORIESOFBEHAVIORALLOYA
6、LTYWEREDOMINATINGUNTIL1970CONSIDERINGLOYALTYASTHEFUNCTIONOFTHESHAREOFTOTALPURCHASESCUNNINGHAM1956118FARLEY19649,FUNCTIONOFBUYINGFREQUENCYORBUYINGPATTERNTUCKER196432SHETH1968398ORFUNCTIONOFBUYINGPROBABILITYHARARYETAL1962MCCONNELL196814WERNERFELT1991231THESEAPPROACHESLOOKEDATBRANDLOYALTYINTERMSOFOUTCO
7、MESREPEATPURCHASEBEHAVIORRATHERTHANREASONS,UNTILDAY1969INTRODUCEDTHETWODIMENSIONALCONCEPTOFBRANDLOYALTY,WHICHSTATEDTHATLOYALTYSHOULDBEEVALUATEDWITHBOTHBEHAVIORALANDATTITUDINALCRITERIACONTEMPORARYRESEARCHESCONSIDERANDACCENTTHEPSYCHOLOGICALMOSTLYATTITUDINALANDEMOTIONALFACTOROFLOYALTYJACOBYETAL19732OLI
8、VER199934CHAUDURY199528DJUPE200079REICHHELD200347THEREAREALSOAPPROACHESCOMPARINGLOYALTYWITHMARRIAGEHOFMEYRETAL20005383LEWITT198389DWYERETAL198714THESEDIFFERENTAPPROACHESALLOWDISTINGUISHINGCUSTOMERSASWHETHERBEHAVIORALLYOREMOTIONALLYLOYALBEHAVIORALLYLOYALCUSTOMERSACTLOYALBUTHAVENOEMOTIONALBONDWITHTHEB
9、RANDORTHESUPPLIERWHEREASEMOTIONALLYLOYALCUSTOMERSDOJONESANDSASSERCALLTHESETWOKINDOFLOYALTYACCORDINGLYFALSEORTRUELONGTERMLOYALTYJONESETAL199590HOFMEYRANDRICE200087DIVIDECUSTOMERSTOLOYALBEHAVIORALORCOMMITTEDEMOTIONALEMOTIONALLOYALTYISMUCHSTRONGERANDLONGERLASTINGTHANBEHAVIORALLOYALTYITSANENDURINGDESIRE
10、TOMAINTAINAVALUEDRELATIONSHIPTHERELATIONSHIPISSOIMPORTANTFORTHECUSTOMERTHATHEORSHEMAKESMAXIMUMEFFORTSTOMAINTAINITMORGANETAL199524REICHHELD20039MOORMANETAL1992316HIGHLYBONDEDCUSTOMERSWILLBUYREPEATEDLYFROMAPROVIDERTOWHICHTHEYAREBONDED,RECOMMENDTHATPROVIDERTOOTHERS,ANDSTRONGLYDEFENDTHESECHOICESTOOTHERS
11、INSISTINGTHATTHEYHAVECHOSENTHEBESTPRODUCTORSERVICEBUTZETAL199665BEHAVIORALLYLOYALCUSTOMERSCOULDBEDIVIDEDTOSUBSEGMENTSBYTHEREASONOFACTINGFORCEDTOBELOYAL,LOYALDUETOINERTIAORFUNCTIONALLYLOYALCUSTOMERSAREFORCEDTOBELOYALWHENTHEYHAVETOBECLIENTSEVENIFTHEYDONOTWANTTOCUSTOMERSMAYBEFORCEDTOCONSUMECERTAINPRODU
12、CTSORPRODUCTS/SERVICESOFFEREDBYCERTAINVENDOREGWHENTHECOMPANYACTSASAMONOPOLYORTHEPOORFINANCIALSTATUSOFTHECUSTOMERISLIMITINGHISSELECTIONOFGOODSGRNHOLDT,MARTENSENANDKRISTENSENHAVEFOUNDTHATCOMPANIESWITHLOWPRICESTRATEGYHADAMUCHHIGHERLOYALTYTHANEXPECTEDFROMTHEIRCUSTOMERSATISFACTIONONTHEOTHERHAND,COMPANIES
13、THATHADUSEDALOTOFENERGYONBRANDINGINDEEDHADAHIGHCUSTOMERSATISFACTIONBUTTHEYDIDNOTHAVEACORRESPONDINGLYHIGHLOYALTYGRNHOLDTETAL2000512FORCEDLOYALTYCOULDBEESTABLISHEDTROUGHCREATINGEXITBARRIERSASWELLLOYALBEHAVIOURMAYALSORESULTFROMINERTIACUSTOMERDOESNOTMOVETOANOTHERVENDORDUETOCOMFORTORRELATIVELYLOWIMPORTAN
14、CEOFOPERATIONIFTHECHOICEHASLOWIMPORTANCE,THEREISNOPOINTTOSPENDTIMEANDEFFORTONSEARCHINGFORALTERNATIVESTHUS,BASEDONHISFAITHINTHESUITABILITYOFTHECURRENTPRODUCT,THECUSTOMERCONTINUESTOUSEITWITHOUTCHECKINGALTERNATIVESITSINACCORDANCETOOLIVERSAPPROACHOFCOGNITIVELOYALTYTHELOYALTYTHATISBASEDONBRANDBELIEFONLYC
15、OGNITIONCANBEBASEDONPRIORORVICARIOUSKNOWLEDGEORONRECENTEXPERIENCEBASEDINFORMATIONIFTHETRANSACTIONISROUTINE,SOTHATSATISFACTIONISNOTPROCESSEDEGTRASHPICKUP,UTILITYPROVISION,THEDEPTHOFLOYALTYISNODEEPERTHANMEREPERFORMANCEOLIVER199935HOFMEYRANDRICE200023SAYTHATONEOFTHEREASONSTHATCUSTOMERSDONTSWITCHBRANDSW
16、HENTHEYAREDISSATISFIEDISTHATTHEYFEELTHATTHEALTERNATIVESAREJUSTASBADASTHEBRANDTHEYAREUSINGOREVENWORSEINERTIAMAYBECAUSEDALSOBYLACKOFINFORMATIONABOUTATTRACTIVECHARACTERISTICSOFTHEBRANDSWERNERFELT1991231FUNCTIONALLYLOYALCUSTOMERSARELOYALBECAUSETHEYHAVEANOBJECTIVEREASONTOBEWERNERFELTPOINTSOUTCOSTBASEDBRA
17、NDLOYALTYWHEREBRANDUTILITIESHAVEAPOSITIVEINFLUENCEONBRANDCHOICEWERNERFELT1991231FUNCTIONALLOYALTYCANBECREATEDBYFUNCTIONALVALUESUSINGPRICE,QUALITY,DISTRIBUTION,USAGECONVENIENCEOFAPRODUCTORTHROUGHDIFFERENTLOYALTYPROGRAMSPOINTS,COUPONS,GAMES,DRAWSETCGIVINGACONCRETEREASONTOPREFERCERTAINSUPPLIERUNFORTUNA
18、TELYCOMPETITORSCANMOSTEASILYCOPYFUNCTIONALVALUESTHUS,CREATINGFUNCTIONALVALUEOFFERSAFLEETINGCOMPETITIVEADVANTAGEFUNCTIONALLOYALTYCANTBEVERYLONGLASTINGBARNES20038JONESANDSASSER199594PROPOSETHREEMEASURESOFLOYALTYTHATCOULDBEUSEDINSEGMENTATIONBYLOYALTYCUSTOMERSPRIMARYBEHAVIORRECENCY,FREQUENCYANDAMOUNTOFP
19、URCHASECUSTOMERSSECONDARYBEHAVIORCUSTOMERREFERRALS,ENDORSEMENTSANDSPREADINGTHEWORDCUSTOMERSINTENTTOREPURCHASEISTHECUSTOMERREADYTOREPURCHASEINTHEFUTUREBASEDONTHETHEORETICALLITERATUREPRESENTEDABOVE,THECUSTOMERSOFACERTAINTELECOMMUNICATIONPROVIDERCOULDBESEGMENTEDBYTHEIRLOYALTYASFOLLOWSSEEALSOFIGURE1FIGU
20、RE1GENERALSEGMENTATIONOFCUSTOMERSBYLOYALTYCOMMITTEDOREMOTIONALLYLOYALCUSTOMERSACTIVECUSTOMERSWHOUSEONLYTHECERTAINPROVIDERSSERVICESANDDECLARETHATTHEYWILLUSEONLYTHISPROVIDERINTHEFUTUREANDRECOMMENDTHISPROVIDERTOOTHERSBEHAVIORALLYLOYALCUSTOMERSACTIVECUSTOMERSWHOUSEONLYTHECERTAINPROVIDERSSERVICESANDDECLA
21、RETHATTHEYWILLUSEONLYTHISPROVIDERINTHEFUTUREBUTDONOTAGREETORECOMMENDTHISPROVIDERTOOTHERSINERTORFUNCTIONALLYLOYALAMBIVALENTORDUBIOUSCUSTOMERSACTIVECUSTOMERSWHOUSEONLYTHECERTAINPROVIDERSSERVICESBUTDONTKNOWWHICHPROVIDERTHEYWILLUSEINTHEFUTUREDISLOYALREDUCERSCUSTOMERSWHOHAVEREDUCEDORWILLREDUCETHEPERCENTA
22、GEOFTHEPROVIDERSSERVICESINTHEIRUSAGELEAVERSCUSTOMERSWHODECLARE,THATTHEYWILLCERTAINLYLEAVETHISPROVIDERFACTORSAFFECTINGCUSTOMERLOYALTYTHEIMPACTOFSATISFACTIONONLOYALTYHASBEENTHEMOSTPOPULARSUBJECTOFSTUDIESSEVERALSTUDIESHAVEREVEALEDTHATTHEREEXISTSADIRECTCONNECTIONBETWEENSATISFACTIONANDLOYALTYSATISFIEDCUS
23、TOMERSBECOMELOYALANDDISSATISFIEDCUSTOMERSMOVETOANOTHERVENDORHESKETTETAL1993165167THEPRIMARYOBJECTIVEOFCREATINGACSIAMERICANCUSTOMERSATISFACTIONINDEXIN1984WASTOEXPLAINTHEDEVELOPMENTOFCUSTOMERLOYALTYINACSIMODELCUSTOMERSATISFACTIONHASTHREEANTECEDENTSPERCEIVEDQUALITY,PERCEIVEDVALUEANDCUSTOMEREXPECTATIONS
24、ANDERSONETAL2000873INTHEECSIEUROPEANCUSTOMERSATISFACTIONINDEXMODELPERCEIVEDQUALITYISDIVIDEDINTOTWOELEMENTSHARDWARE,WHICHCONSISTSOFTHEQUALITYOFTHEPRODUCTORSERVICEATTRIBUTES,ANDHUMANWARE,WHICHREPRESENTSTHEASSOCIATEDCUSTOMERINTERACTIVEELEMENTSINSERVICE,IETHEPERSONALBEHAVIOURANDATMOSPHEREOFTHESERVICEENV
25、IRONMENTGRNHOLDTETAL2000510INBOTHMODELINCREASEDSATISFACTIONSHOULDINCREASECUSTOMERLOYALTYWHENTHESATISFACTIONISLOWCUSTOMERSHAVETHEOPTIONTOEXITEGGOINGTOACOMPETITOROREXPRESSTHEIRCOMPLAINTSRESEARCHESHAVESHOWNTHAT6080OFCUSTOMERSWHODEFECTTOACOMPETITORSAIDTHEYWERESATISFIEDORVERYSATISFIEDONTHESURVEYJUSTPRIOR
26、TOTHEIRDEFECTIONREICHHELDETAL2000137SOITSCLEARTHATTHEREMUSTBEALSOOTHERFACTORSBESIDESATISFACTIONTHATHAVEACERTAINIMPACTONCUSTOMERLOYALTYIMAGEOFBRANDORSUPPLIERISONEOFTHEMOSTCOMPLEXFACTORSITAFFECTSLOYALTYATLEASTINTWOWAYSFIRSTLY,CUSTOMERMAYUSEHISPREFERENCESTOPRESENTHISOWNIMAGETHATMAYOCCURBOTHINCONSCIOUSA
27、NDSUBCONSCIOUSLEVELACCORDINGTOTHEBELKSTHEORYOFEXTENDEDSELF,PEOPLEDEFINETHEMSELVESBYTHEPOSSESSIONSTHEYHAVE,MANAGEORCREATEBELK1988160AAKERHASSHOWNHOWCONSUMERSPREFERBRANDSWITHPERSONALITYTRAITSTHATARECONGRUENTWITHTHEPERSONALITYTRAITSTHATCONSTITUTETHEIRMALLEABLESELFSCHEMASAAKER199945KIM,HANANDPARKHAVERES
28、EARCHEDTHELINKBETWEENBRANDPERSONALITYANDLOYALTYTHEYDIDGETPOSITIVESUPPORTTOHYPOTHESISTHATTHEATTRACTIVENESSOFTHEBRANDPERSONALITYINDIRECTLYAFFECTSBRANDLOYALTYKIMETAL2001203TIDWELLANDHORGAN1993349HAVESHOWEDTHATPEOPLEUSEPRODUCTSTOENHANCESELFIMAGESECONDLY,ACCORDINGTOSOCIALIDENTITYTHEORY,PEOPLETENDTOCLASSI
29、FYTHEMSELVESINTODIFFERENTSOCIALCATEGORIESTHATLEADSTOEVALUATIONOFOBJECTIVESANDVALUESINVARIOUSGROUPSANDORGANISATIONSINCOMPARISONWITHTHECUSTOMERSOWNVALUESANDOBJECTIVESTHEYPREFERPARTNERSWHOSHARESIMILAROBJECTIVESANDVALUESASHFORTHETAL200123FOURNIER1998366STATESTHATCONSUMERBRANDRELATIONSHIPSAREMOREAMATTERO
30、FPERCEIVEDGOALCOMPATIBILITYBRANDSCOHEREINTOSYSTEMSTHATCONSUMERSCREATENOTONLYTOAIDLIVINGBUTALSOTOGIVEMEANINGSTOTHEIRLIVESOLIVER199940ARGUESTHATFORFULLYBONDEDLOYALTYTHECONSUMABLEMUSTBEPARTOFTHECONSUMERSSELFIDENTITYANDHISORHERSOCIALIDENTITYTRUSTWORTHINESSOFTHEPARTNERISAFACTORTHATHASCERTAINIMPACTONTHEES
31、TABLISHMENTOFLOYALTYNOBODYEXPECTSALONGTERMRELATIONWITHAPARTNERTHATCANNOTBETRUSTEDTRUSTWORTHINESSISONECRITERIONFORMEASURINGTHEVALUEOFTHEPARTNERDONEYETAL199746SPEKMAN198879CALLSTRUSTACORNERSTONEOFTHESTRATEGICPARTNERSHIPMORGANANDHUNT199422POSITTHATTRUSTISAMAJORDETERMINANTOFRELATIONSHIPCOMMITMENTBRANDTR
32、USTLEADSTOBRANDLOYALTYBECAUSETRUSTCREATESEXCHANGERELATIONSHIPSTHATAREHIGHLYVALUEDCHAUDURIANDHOLBROOK200191HAVESHOWEDTHATBRANDTRUSTISDIRECTLYRELATEDTOBOTHPURCHASEANDATTITUDINALLOYALTYMANYAUTHORSHAVEACCENTEDTHATTRUSTISIMPORTANTINCONDITIONSOFUNCERTAINTYMOORMANETAL1992315DONEYETAL199736DWYERETAL19871213
33、MORGANETAL199423UNCERTAINTYMAYBECAUSEDBYDEPENDENCEORLARGECHOICEPEOPLETENDTHENTOPREFERPOPULARORFAMILIARBRANDSORPARTNERSMANYDEFINITIONSDESCRIBELOYALTYASADESIRETORETAINAVALUABLEORIMPORTANTRELATIONSHIPMORGANETAL199422MOORMANETAL1992316THATWAYTHEESTABLISHMENTOFLOYALTYISPREDETERMINEDBYTHEIMPORTANCEOFRELEV
34、ANTRELATIONSHIPORSELECTIONWEISS2001POINTSOUTTHREEASPECTSTHATMAYINCREASETHEIMPORTANCEOFTHERELATIONSHIPSTRATEGICIMPORTANCEOFAPRODUCT,HIGHRISKSINVOLVEDINTHETRANSACTIONORCOSTSINCURREDBYCANCELLATIONOFCONTRACTSHOFMEYRANDRICEPOINTOUTTHATTHEMOREIMPORTANTTHERELATIONSHIPISTOAPERSON,THEMOREWILLINGTHATPERSONIST
35、OTOLERATEDISSATISFACTIONINFAVOUROFTRYINGTOFIXITBYCONTRAST,WHENARELATIONSHIPDOESNTMATTER,THENEVENTHEPERFECTLYSATISFIEDCONSUMERCANSWITCHONAWHIMHOFMEYRETAL200060ARELATIONSHIPCANALSOBEMADEIMPORTANTBYPERSONALAPPROACHVARIOUSAUTHORSHAVECOMPAREDLOYALTYWITHMARRIAGELEVITT1983DWYERETAL1987GUMMESON1998HOFMEYRET
36、AL2000MARRIAGEISONEOFTHEMOSTPERSONALANDIMPORTANTRELATIONSHIPSTHATMEANSTHATINTIMACYISONEDETERMINANTFORIMPORTANCEOFRELATIONSHIPLEVITT198389HASCONSIDEREDAROLEOFSALESMANINMAKINGRELATIONSHIPMOREPERSONALSUMMARISINGTHEDISCUSSIONABOVEFOLLOWINGFIGURE2ISPRESENTINGTHEMAJORGROUPSOFFACTORSAFFECTINGCUSTOMERLOYALT
37、YFIGURE2FACTORSAFFECTINGLOYALTY出处ANDRESKUUSIKAFFECTINGCUSTOMERLOYALTYDTARTUTARTUUNIVERSITYPRESS,2007,PP311二、翻译文章标题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译文摘要本文研究各种因素对顾客忠诚度的影响。研究中的主要假设认为影响忠诚度的最重要因素取决于顾客的忠诚度的水平。运用LOGIT模型对爱沙尼亚最大的电信公司大约1000个私人顾客的调查数据样本的假设进行测试。研究结果表明，经分析有四个影响顾客忠诚度的因素。（满意度、可信度、想象力和关系的重要程度）这在不同层次的顾客忠诚
38、度上起着不同的作用。介绍近年来，在研究顾客的忠诚度上显示出一种高涨的兴趣。全球化的竞争，市场的饱和以及信息技术的发展提高了顾客的意识，不再通过优化产品价格和品质达到的情形创造一种长远的成功。相反，公司靠与顾客的长期合作关系取得成功。根据以往的研究，它可以投入比现有多达6倍的资金赢得新顾客（ROSENBERG等人1984）。根据特定的行业，在减少潜在5的移民后它可能会增加到高达60的利润（REICHHELD1993）。因此，我们可以看出，对于公司长期的成功，增加和保留忠诚的顾客已成为一个关键因素。营销的主要重点由赢得新顾客转移到保持既有的特性。文献综述基于顾客忠诚度的分类对顾客忠诚度的分类有许多
39、方法。直到1970年把忠诚度作为调查市场总采购份额的功能，行为忠诚度的理论才起着支配的作用（CUNNINGHAM1956；FARLEY1964）。购买频率或者购买方式（TUCKER1964；SHETH1968）以及购买的可能性（HARARY等人1962；MCCONNELL1968；WERNERFELT1991），这些方法看中的是结果而不是原因。直到推出品牌忠诚度的二维概念，既规定忠诚度的评估需包括行为和态度这两方面。现代研究重视心理忠诚的因素（主要是态度和情感）（JACOBY等人1973；OLIVER1999；CHAUDURY1995；DJUPE2000；REICHHELD2003），也有用这
40、种方法来研究婚姻的忠诚度（HOFMEYR等人2000；LEWITT1983；DWYER等人1987）。这些不同的方法用来识别顾客的行为和情感是否忠诚。习惯性消费的忠实顾客看似忠诚，但没有真正的忠实顾客那样有对品牌或供应商的感情。JONES和SASSER认为这两种忠诚是因为假意或真心而长期忠诚（JONES等人1995）。HOFMEYR和RICE（2000）将顾客分为忠诚的（行为性的）和坚定的（情感性的）。情感的忠诚比行为的忠诚更为强大和持久。长久的合作需要有一个有价值的关系来维持。这种关系对于那些做出最大努力来维护它的人们来说很重要（MORGAN等人1995；REICHHELD2003；MOOR
41、MAN等人1992）。公司担保的顾客要从那些有联系或者被推荐的买家那重复购买东西，对外强烈保护这些选择，强调他们选择了最好的产品或服务（BUTZ等人1996）。行为忠诚的顾客可以根据原因来进行市场细分被迫忠诚。惯性忠诚。功能忠诚。当他们不得已成为顾客的时候是被迫忠诚的。顾客可能会被迫消费某些产品或服务，供应商在某种程度上可以说是一种垄断，根据顾客的财务状况来限制他选择的商品GRONHOLDT，MARTENSEN和KRISTENSEN通过顾客满意度发现实行低价策略的公司有着更高的忠诚度。另一方面，在品牌上花费了很大精力的公司，他们有着较高的顾客满意度，但是他们却没有相应的高的忠诚度（GRNHOL
42、DT等人2000）。被迫忠诚也会造成一些障碍和矛盾。忠诚的行为是由于习惯所致顾客由于习惯了舒适的工作或相对简单的操作程序而不转向另一个供应商如果此选择不重要，则没有意义在这方面花费时间和精力。为此，有了对现有产品的信任，顾客无需检查供应方案就继续使用。根据OLIVER认知忠诚度的方法，在有着忠诚信念的基础上，加上对品牌的认知认知可以基于先前的知识或最近的经验，如果交易是例行公事，这样则是忠诚度不高的表现（OLIVER1999）。HOFMEYR和RICE（200023）说，顾客不愿更换品牌的原因之一是他们觉得其他的选择会更加糟糕。惯性忠诚可能是由于品牌缺乏具有特征的吸引力。功能忠诚的顾客都很忠诚
43、，他们有着客观的原因。WERNERFELT提出了新品牌忠诚度，在这里，品牌公用事业对于品牌的选择有着积极的影响（WERNERFELT1991231）。功能忠诚度可自行实现价值，通过使用价格、质量、分配、使用方便产品或通过不同的忠诚度项目（点数、优惠券、游戏、绘画等）。更倾向于特定的供应商。不幸的是竞争对手可以轻而易举地复制功能性的价值观。因此，创造功能性价值提供了一个短暂的竞争优势功能忠诚度是不会太长久的（BARNES20038）。JONES和SASSER（199594）提出三项措施用来对忠诚加以市场细分顾客的主要行为近期的、频繁的、以及采购的数量。顾客的二次行为顾客介绍，反应以及口碑的流传。
44、顾客的回购意图顾客在后期准备重新采购。基于上述理论文献，下图是对电信供应商中顾客忠诚度的市场细分（请参见图1）坚定和情感性忠诚的顾客使用提供商提供的服务宣称在以后与该供应商合作并向别人推荐此供应商。行为忠诚的顾客使用提供商提供的服务宣称在以后与该供应商合作，但不会向别人推荐此供应商。矛盾的或不正当的顾客使用提供商提供的服务，但不会在以后与该供应商合作。图1对顾客忠诚度的普通细分不忠的顾客顾客降低或将减少供应商提供服务的百分比。离弃的顾客宣称将与供应商断绝联系。影响顾客忠诚度的因素满意度对忠诚度的影响已经成为最热门的研究课题。很多研究显示，满意度和忠诚度直接存在直接联系满意的顾客变的忠诚，不满意
45、的顾客会寻找另一个卖家。（HESKETT等人1993）1984年创建ACSI（美国顾客满意指数）的主要目的就是用来解释顾客忠诚度的发展。在ACSI模型中，顾客满意度有三个要因品质认知度，价值认知度和顾客期望。（ANDERSON等人）在ECSI（欧洲顾客满意度指数）模型中，品质认知又被分为两个因素硬件部分，由产品质量或服务属性构成。人文因素，代表服务中相关的顾客互动因素，例如个人行为和服务环境的氛围。（GRNHOLDT等人2000）在两个模型中都显示，提高满意度会提高忠诚度。当满意度低时，顾客可以选择退出（比如找另一个竞争者）或表达他们的不满。研究表明，6080的转向其他卖家的顾客接受调查时说，
46、他们满意或者非常满意之前的卖家。（REICHHELD等人2000）因此很明显，出来满意度外还有其他因素对顾客忠诚度有着必然影响。品牌或者供应商的形象是最复杂的因素之一，起码从两方面影响忠诚度。首先，消费者通过他们的选择呈现自己的形象。这在意识层和潜意识层都会产生。根据贝克尔的扩张自我理论，人们通过自己拥有，控制或床在的财富来定义自己。（BELK1988）艾克已经解释了消费者如何选择品牌与构成他们（可塑）自我的人格特质相一致。（AAKER1999）KIM，HAN和PARK已经研究了品牌特质和忠诚度的关系。他们已获得积极的支持来假说品牌特质的吸引力对品牌忠诚度有间接影响。（KIM等人2001）TI
47、DWELL和HORGAN（1993）启示人们通过使用产品来提高自我形象。其次，根据社会认同理论，人们往往会把自己分成不同的社会类别。这导致了在不同的团体间价值观和偏好与消费者的自身价值和偏好之间的比较。他们更喜欢有着类似的偏好和价值观的合作伙伴（ASHFORTH等人2001）。FOURNIER（1998）指出，消费者的顾客品牌关系不仅仅是目标理解的一致性问题。品牌融入不仅要能对消费者的生活有所帮助，更要能给他们带来生活的意义。OLIVER（1999）认为，全面获得忠诚度的消费品必须是消费者的自我认同和他或她的社会身份的一部分。诚信的合作伙伴是在建立忠诚度上有一定影响力的因素没有人希望和一个不能
48、被信任的合作伙伴有长期关系。诚信是衡量一个合作伙伴的价值尺度（DONEY等人1997）。SPEKMAN（1988）指出信任是战略协作伙伴关系的基石。MORGAN和HUNT（1994）假定信任是关系承诺的一个重要决定因素品牌信任导致品牌忠诚，因为信任创造高价值的交流。CHAUDURI和HOLBROOK（2001）已表明，品牌信任，直接关系到购买和态度忠诚。许多作者都强调信任在不确定条件下的重要性（MOORMAN等人1992；DONEY等人1997；DWYER等人1987；MORGAN等人1994）。不确定性可能优于依赖或广泛的选择而产生人们往往喜欢流行或熟悉的品牌或合作伙伴。许多解释把忠诚度描述
49、为保持有价值或重要关系的一个愿望。（MORGAN等人1994；MOORMAN等人1992）。忠诚的建立是由相关的联系或选择的重要性来预定的。WEISS（2001）指出三个方面可能会增加关系的重要性战略意义的产品。高风险的交易或参与。由合同被取消产生的费用。HOFMEYR和RICE指出，更重要的关系是对于一个人，很有意愿去容忍在尝试搞好关系的努力中容许不满的那个人。相比之下，当一段关系并不重要，即使是非常满意的消费者可能打消念头。（HOFMEYR等人2000）关系可以由个人的努力交涉变得重要。不同作者已经比较了婚姻忠诚度（LEVITT1983；DWYER等人1987；GUMMESON1998；HOFMEYR等人2000）。婚姻是最私人的和最重要的关系之一。这意味着亲密关系是重要关系的一个决定因素。LEVITT（1983）曾考虑推销员在建立关系时更多地利用个人角色。总结以上讨论，下图2展示了影响顾客忠诚度的主要因素。图2影响顾客忠诚的因素出处ANDRESKUUSIK影响顾客忠诚D塔尔图塔尔图大学出版社,2007,PP311三、指导教师评语建议成绩签字年月日
