1、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ABSTRACTWITHTHEAPPEARANCEOFDECEPTIVESALES,POORCUSTOMERCAREANDCROOKEDPROMOTION,KEEPINGLOYALCUSTOMERSBECOMESEVENMOREDIFFICULTEVENTHOUGHPURSUINGCONSUMERRELIABILITYCOSTSTIMEANDEFFORT,ITISREALLYTHEMOSTVALUABLEASSETOFASUCCESSFULCOMPANYKEYWORDSCUS
2、TOMERCARE,BRAND,CUSTOMERLOYALTY,BRANDLOYALTY1BACKGROUNDINFORMATIONOFCUSTOMERBRANDLOYALTYSINCETHEWORLDISAGLOBALMARKETINGNOW,COMPETITIONAMONGDIVERSECORPORATIONSHASBECOMEMOREDRASTICINORDERTOSEIZEHOLDOFTHEADVANTAGEDPOSITIONINTHEMARKETPLACE,AMASSOFMARKETINGSPECIALISTSWORKOUTMULTIFARIOUSSTRATEGIESTOINSURE
3、THEIRTRIUMPHFORALONGTIMEAMONGTHESEADVANCEDSTRATEGIES,DEVELOPINGANDMAINTAININGCUSTOMERBRANDLOYALTYISCONSIDEREDTOBEAPREFERABLEOPTIONBYMOREANDMOREENTREPRENEURSNEVERTHELESS,THEREARESTILLLOTSOFPEOPLEWHOREFUSETOATTEMPTTOTHISTECHNIQUETHEYASSERTTHATITISIMPOSSIBLETOACHIEVETHEIDEALTARGET,ESPECIALLYINTHEDEVELO
4、PEDMARKETINGECONOMYONECANCLEARLYSEETHATEVENTHOUGHPURSUINGCONSUMERRELIABILITYCOSTSTIMEANDEFFORT,ITISREALLYTHEMOSTVALUABLEASSETOFASUCCESSFULCOMPANY11THEDEFINITIONOFBRANDLOYALTYBRANDLOYALTYISDEFINEDASKEEPINGPREFERABLETOASPECIFICPRODUCTORSERVICEBNETBUSINESSDICTIONARYTOREPHRASEIT,FAITHFULPURCHASERSTRENDT
5、OPAYMONEYFORTHESAMEBRANDOFMERCHANDISE,ANDSPEAKHIGHLYOFITSVALUESWHATMORE,THEYBELIEVETHATTHEIRCHOICEISBETTERTHANOTHERS12THEDEVELOPMENTOFTHECONCEPTTHENOTIONOFPURCHASERTRUSTWORTHINESSCAMETHROUGHALONGTIMEANDCHANGEDALOTINANARTICLEBYGONRING2008,P29,CUSTOMERBRANDWASGIVENTHEDEFINITIONOFPRODUCTQUALITYBEFORETH
6、E1980SDURINGTHELATE1980SANDNEARTHEBEGINNING1990S,ITSEMPHASISCHANGEDFROMQUALITYTOCUSTOMERSSTILL,WITHTHECOMPETITORSCOMINGINTOTHEMARKETINTHELATE1990S,SATISFYINGANDCARINGMUCHABOUTTHECLIENTSBECAMEAMUCHMORESIGNIFICANTOBJECTOFMANYCORPORATIONSSINCETHEN,PEOPLEHAVEPAIDMOREANDMOREATTENTIONONCUSTOMERTOMAKEMOREP
7、ROFITS13FOURTYPESOFLOYALTYCUSTOMERBRANDLOYALTYHASMANYASPECTSROWLEY2005,P574CONCLUDESTHATTHEREAREFOURTYPESOFLOYALTYCAPTIVE,CONVENIENCESEEKERS,CONTENTEDANDCOMMITTEDCAPTIVECUSTOMERSPREFERREPEATEDLYPURCHASINGTHESAMEPRODUCT,SERVICEANDBRANDBECAUSEOFLACKOFOPPORTUNITIESTOSUBSTITUTEFORALTERNATIVESCONVENIENCE
8、SEEKERSMAYNOTRESPECTTHEBRANDITSELF,BUTLOOKONTHECONVENIENCETHATCANCARRYCONTENTEDCONSUMERSHOWEVER,HAVEAPOSITIVEATTITUDETOABRAND,BUTTHEYWONTATTEMPTTOSOMEEXTRACONSUMPTIONTHEPERFECTONEISTHECOMMITTED,WHOAREACTIVEBOTHINATTITUDEANDBEHAVIOR2CONSUMERBRANDLOYALTYHASASIGNIFICANTPOSITIONINTHEMARKETING21REGARDEDA
9、SANESSENTIALFEATUREOFBRANDVALUEITISADMITTEDLYTRUETHATSHOPPERALLEGIANCEFORABRANDINTRUTHCONTRIBUTESMUCHTOMARKETINGACCORDINGTOTHECONCEPTOFBRANDLOYALTY,ITISREGARDEDASTHEESSENTIALFEATUREOFBRANDVALUETHEAMERICANMARKETINGASSOCIATIONGIVESITTHEEXPLANATIONAS“THESITUATIONINWHICHACONSUMERGENERALLYPAYSMONEYFORTHE
10、SAMEMANUFACTURERORIGINATEDPRODUCTORSERVICEREPEATEDLYOVERTIMERATHERTHANBUYINGFROMMULTIPLESUPPLIERSWITHINTHECATEGORY”OR“THEDEGREETOWHICHACONSUMERCONSISTENTLYPURCHASESTHESAMEBRANDWITHINAPRODUCTCLASS”2006,QTDINMOISESCUTHEAUTHORDRAWSATTENTIONTOTHEFACTTHATSINCEOTHERDESCRIPTIVEASPECTSOFBRANDEQUITY,SUCHASCO
11、NSIDERABLEQUALITY,ASSOCIATIONSANDAWARENESS,ALLHAVECONSANGUINEOUSRELATIONSHIPWITHPURCHASEANDAPPRECIATION,THEYCANGUARANTEETHELEVELOFBRANDLOYALTYITFOLLOWSTHATBRANDFIDELITYMAYADDTHESATISFACTIONOFOTHERDIMENSIONSOFBRANDVALUEFOREXAMPLE,BRANDDEVOTIONALWAYSLEADSTHEPAYERSTOBELIEVETHEPERCEIVEDQUALITYOFTHEBRAND
12、ISBETTERTHANOTHERS22CUTDOWNCOSTSTHISSTRATEGYMAYFACILITATEVENDORSEXPENDLESSBUTATTAINUTMOSTMONEYINTHEMARKETINGTHEWORKOFREICHHELD2000,QTDINBANASIEWICZREVEALSTHATSELLERSHAVETOWASTEASMUCHASFOURTIMESMONEYTOATTRACTNEWCLIENTSTHANTOCONTINUETHELOYALCUSTOMERONACCOUNTOFTHIS,THEAUTHORTURNEDTOAPERFECTSTATISTICTOP
13、ROVETHISCONTENTIONHEGOESONTOINDICATETHATFORANINDIVIDUALCUSTOMER,YOUHAVETOJUSTSPEND5PERCENTOFWEALTHFORKEEPINGHISLOYALTYALTERNATIVELY,YOUWILLRECEIVE75OFPROFITSTHATHEWILLBRINGINITCANBECOMPREHENDEDASACQUIRINGNEWPURCHASERSEXPENDMOREMONEYTOADVERTISING,GIVEAWAYANDINDUSTRYDISCOUNT23LESSSENSITIVETOPRICETYPIC
14、ALLOYALPURCHASERSARELESSSENSITIVETOPRICEBECAUSEOFTHIS,WHENAPRODUCTMARKUP,THEYWONTLESSENTHEQUANTITYOFTHEYBUYITISTHEVIEWOFREILLY2008THATLOYALCUSTOMERSDEEMTHEASSESSMENTOFTHEPRODUCTASACONSEQUENCE,THEYSTRONGBELIEVETHEIRCHOICESINTHATCASE,THEYTRENDTOCENTERLESSONTHEPRICE24BRINGINNEWPOTENTIALFAITHFULCONSUMER
15、STHEPOTENTIALBENEFITTHATTHELOYALCUSTOMERSAREABLETOADDISTHATTHEYMAYBRINGINMORENEWCONSUMERSATTHESAMETIME,THESEPOTENTIALCONSUMERSAREALSOPOSSIBLETOBECOMETHEFUTURELOYALCUSTOMERSAGOODEXAMPLEOFTHISISTHATWHENONEREPEATEDLYBUYTHESAMEBRANDCOSMETIC,ANDCONSIDERITCONVENIENTTOUSE,HEWILLRECOMMENDITTOHISCLASSMATESAN
16、DGIRLFRIENDHENCE,THEREISNOWONDERTHATPEOPLEAROUNDALWAYSOWNTHESAMEBRANDOFCLOTHESASWELLASOTHERCOMMODITYINCONTRAST,IFPEOPLEAROUNDMECOMPLAINTHEPOORQUALITYOFABRANDTOMEFREQUENTLY,IWONTTHINKOFOWNINGITASWELL25BENEFITINGLOBALMARKETPLACEMOSTOFALL,INTHEGLOBALECONOMY,CLIENTBRANDDEPENDABILITYSTANDSOUTASANIMPORTAN
17、TCOMPETITIVEWEAPONKUST2008,P24CORRECTLYARGUESTHATTHEWORLDHASSWITCHEDINTOAGLOBALBUSINESSINTHELAST10DECADESDEVELOPINGTHEBRANDLOYALTYGLOBALLYISESSENTIALTOENTERTHEMARKETHEGOESONTOINDICATETHATINORDERTOKEEPATRUSTRELATIONSHIPWITHTHEIRCONSUMER,CORPORATIONSSHOULDCREATEACUSTOMERBRANDLOYALTYPROGRAMAMONGCUSTOME
18、RS3DIFFICULTIESSOMETIMESSTOPBUSINESSMENFROMWORKINGOUTTHETECHNOLOGY31PURCHASERSREFUSELOYALTYPROGRAMSITISAPOPULARBELIEF,HOWEVER,THATWEMAYFINDCERTAINDIFFICULTIESTOFACEWITHCONSUMERLOYALTYFIRSTOFALL,CONSUMERSARELESSWILLINGTOPARTICIPATETOCUSTOMERLOYALTYPROGRAMFORSEVERALREASONSTHEEXCELLENTCONSUMERLOYALTYPR
19、OGRAMCONCLUDESBOTHREWARDSANDRECOGNITIONNEVERTHELESS,NOTWITHSTANDING,THETARGETDOESNTMAKESENSEINTHEMODERNSOCIETYTHOMAS2009,QTDINSILVERSTEINDRAWSATTENTIONTOTHEFACTTHATWITHCUSTOMERSFACINGANARRAYOFCHOICES,THEYWILLBEPARTICULARABOUTWHATTHEYBUYASACONSEQUENCE,WEAREPAYINGMOREATTENTIONONTHEREWARDSOFAPRODUCTITM
20、EANSTHATLITTLEREWARDSWONTSATISFYUSANYMOREINOTHERWORDS,ITISTHEMODERNECONOMYENVIRONMENTTHATMAKESITMOREDIFFICULTFORTHESELLERSTOREMUNERATEPEOPLE32LOYALPROGRAMSISINCOMPLETEYETANOTHERPRIMARYREASONFORNONPARTICIPATIONISTHATCUSTOMERSHAVEMOREREQUIREMENTSONLOYALTYPROGRAMACCORDINGTOSILVERSTEIN2009,MORETHAN50OFA
21、UDIENCESCOMPLAINTHATMOSTLOYALTYPROGRAMSLOOKTHESAME,SOTHEYLOSEINTERESTTOBELONGTOANYPROGRAMWORSESTILL,SOMEPEOPLEWHOONCETOOKPARTINANYLOYALTYPROGRAMEVENDROPOUTBECAUSEOFTHESETWOREASONSATTHESAMETIME,SOMEPEOPLECONTENTTHATCOMPANIESENTREPRENEURSSHOULDNTRELYABSOLUTELYONCUSTOMERFIDELITYAGOODEXAMPLEOFTHISISTHAT
22、CURRENTLOYALTYPROGRAMEXISTSSOMEDRAWBACKSWHICHMAKEITSFUNCTIONINCOMPLETE2003,UNCLES,P294THEAUTHOREXAMINESTHATMOSTPEOPLETRENDTOPAYMONEYFORTHEPRODUCTTHEYREQUIREINSIMPLERTERMS,CUSTOMERSCHOOSEONLYONECATEGORYOFBRANDSISANIDEALCONDITION4THEREARESEVERALINFECTIONSOFPURCHASERSLOYALTYWHILEITISTRUETHATRETAININGLO
23、YALTYMEETSALOTOFTROUBLE,THEREISSOMETHINGCANBEDONETOREDUCETHERISKSITCANBECLEARLYBEMAINTAINEDTHATFINDINGTHECOMPLICATIONOFBRANDLOYALTYCANAIDUSSOLVETHEPROBLEMSTOBEGINWITH,THEYSHOULDHAVEADEEPANALYSISOFTHECUSTOMERSPURCHASEINCLINATIONFORINSTANCE,WHATTHEYWOULDLIKETOPAY,HOWMUCHTHEYPREFERTOSPENTONTHEPARTICULA
24、RKINDOFGOOD,ANDHOWOFTENTHEYGOONSHOPPINGNEUBERGER,200841BRANDREPUTATIONENTERPRISERSSHOULDPAYMOREATTENTIONONTHERELATIONSHIPOFBRANDLOYALTYANDBRANDREPUTATIONREFERENCETOSELNES1996,P19REVEALSTHAT,BRANDREPUTATIONISONEOFTHEMOSTSIGNIFICANTDRIVEROFBRANDLOYALTY,SOITISEFFICIENTTOPURSUEREPUTATIONFORBETTERCONSUME
25、RRELIABILITYTOPUTITBRIEFLY,HAVINGAGOODREPUTATIONMEANSTHATCUSTOMERSAREPREFERABLEFORTHISPRODUCTONATTITUDEHENCE,THEYWILLTAKEACTIONTOBUYTHISPRODUCTSTHATISTOSAY,BRANDREPUTATIONCONTRIBUTESTOBRANDLOYALTYBYINCREASINGWILLINGNESSANDBELIEFSOTHATTHEATTITUDEMAYCHANGETOBEHAVIOR42BRANDIMAGEBRANDIMAGEPLAYANIMPORTAN
26、TROLEINBRANDBUILDING,ESPECIALLYINCUSTOMERDEPENDABILITYASREICHHELD2001,QTDINHSIEHANDLI,P529PERCEPTIVELYSTATETHATPREFERABLEBRANDIMAGEWILLLEADCONSUMERSTOCONCEIVEAPERCEPTIONOFANORGANIZATIONSPUBLICRELATIONSHIPPRACTICE,WHICHMATCHESTHECORPORATEREPUTATIONBETTERWITHTHISINMIND,CUSTOMERSAREMORELIKELYTORETAINOP
27、TIMISTICFAITH,ATTITUDE,ANDACTIONITMUSTBETHEREFOREBEACKNOWLEDGEDTHATCUSTOMERLOYALTYGROWSFASTTHROUGHAPPROVINGBRANDIMAGE43CONSUMERSSATISFACTION431POSITIVEEFFECTONASINGLEPRODUCTTHEEVIDENCESEEMSTOBESTRONGTHATWHENWETALKABOUTLOYALTY,WECANTFORGETTOMENTIONCUSTOMERSATISFACTIONHA2009,P198HASEXPRESSEDTHEVIEWTHA
28、TSATISFACTIONISACRUCIALFACTOROFTHECUSTOMERPERFORMANCEANDATTITUDEINTHEEXAMPLE,THERESEARCHERGETSTHEDATAFROMDIFFERENTCOUNTRIESEVENTHOUGHTHECULTUREISDIFFERENT,THERESULTOFTHECONCLUSIONISTHESAME432WEAKERINFLUENCEONBRANDALONEITISAPOPULARBELIEF,HOWEVER,THATSOMEPEOPLECONTENTTHATTHECONDITIONOFTHEEFFECTOFSATIS
29、FACTIONDEPENDSAGOODEXAMPLEOFTHISISTHATWHENCHECKINGPRODUCTSINGLY,SATISFACTIONISMOREINDISPENSABLECONVERSELY,ITSFUNCTIONBECOMESWEAKERINCASEOFAPPLYINGBRANDALONE2008,TORRESMORAGA,P30244INTERNALBRANDINGINTERNALBRANDINGISALSOAVALUABLEOUTCOMEOFBRANDLOYALTYINTERNALBRANDINGAFFECTSMOSTLYTHEEMPLOYEESIDENTIFICAT
30、IONWHATSMORE,EMPOLYEESIDENTIFICATIONMAKESANPOSITIVEEFFECTONCUSTOMERLOYALTYITMUSTTHEREFOREBERECOGNIZEDTHATINTERNALBRANDINGCONTRIBUTESTOCUSTOMERLOYALTY2009,PUNJAISRI,P2065CORPORATIONSCANDOSOMEEFFORTTOBUILDANDIMPROVELOYALTYACCORDINGTOTHEAUTHOR,INORDERTOACHIEVETHISGOAL,MANAGERSSHOULDUSETHESTREETTEAMS,BR
31、ANDREPS,ANDBRANDAMBASSADORSANDYET,STREETTEAMSWILLWORKWELL,ONLYBYTHEAUDIENCEFITTHETARGET51PAYMOREATTENTIONONCUSTOMERCARECUSTOMERCAREISCONSIDEREDAGOODPOINTTOBUILDINGCUSTOMERLOYALTYASWEBB1999,P72HASINDICATEDTHATCOMPANIESSHOULDTHINKMUCHABOUTWHATTHECUSTOMERSCARETHEYCANKNOWMUCHABOUTTHECUSTOMERSBYASKINGASE
32、RIESOFOPENMINDQUESTIONTOBESURE,THECUSTOMERWOULDLIKETOTALKDEEPLYABOUTTHEIRSITUATION52KEEPHONESTTOCUSTOMERSNOTONLYTHAT,BUTALSOKEEPINGHONESTTOCUSTOMERSMAYRETAINCUSTOMERSTRUSTASANILLUSTRATION,ONLINETRAVELAGENCYORBITZWORLDWIDEDISPLAYSTHEACTUALPRICEONTHEINTERNETONTHEPURPOSEOFWINNINGCUSTOMERSTRUSTONTHECONT
33、RARY,NUMEROUSCOMPANIESONLYSHOWTHEBASICRATEONTHEINTERNETACTUALLY,THEPRICEISA15HIGHER2009,PETERSONIFWECUSTOMERSARETREATEDFAIRLYONTHEPRICE,WEWOULDLIKETOGIVEOUTOURTRUST53MEASUREMENTOFLOYALTYMOSTOFALL,THEMEASUREMENTOFTHECUSTOMERLOYALTYISANOTHERPOINTTHATWENEEDFOCUSONTURNINGTOTERRY,ONEFINDSTHATTHEGOODMETHO
34、DTODOMEASUREISTOSEPARATE3GROUPSOFTHECONSUMERSACCORDINGTOTHESORETHEYRECEIVEIFTHEYGETTHESCORE16,THEYARECALLEDDETRACTORSTHEPASSIVESARETHOSEWHOHAVETHESCORE78,ANDTHEPROMOTERSACHIEVEARE910NEXT,DIVIDETHETOTALPEOPLEWHOTAKEPARTINTHETESTWITHTHEPROMOTERS,ANDTHENYOUWILLGETAPERCENTAGE,WHICHREPRESENTSTHELEVELOFYO
35、URCUSTOMERLOYALTYHEGOESONTOINDICATETHATMOSTCOMPANIESGET1020LOYALCLIENTS出处JUNJUNMAO,INTERNATIONALJOURNALOFBUSINESSANDMANAGEMENTJSCIENCEANDEDUCATIONJULY2010VOL5,NO7出处616INTERNATIONALJOURNALOFMANAGEMENTVOL27NO3PART2DEC2010二、翻译文章标题顾客品牌忠诚度译文摘要随着销售欺诈、顾客关注度降低、非法促销这些现象的出现，维持客户忠诚变得越来越困难。尽管追求消费者信誉度花费时间和精力，但它的
36、确是一家公司成功的宝贵资产。关键词顾客关心，品牌，顾客忠诚，品牌忠诚1顾客品牌忠诚度的背景自从世界进入全球化市场，公司之间的竞争变得更加激烈。为了在市场上占领有利地位，为了确保长期的胜利，营销专家制定出了多种战略。在这些战略之中，越来越多的企业家意识到开发和维护好顾客忠诚是一个最好的策略。然而，仍有许多人拒绝尝试这种策略。他们断言这是不可能达到目标的，特别是在经济发展中的市场。我们能清楚地看到尽管追求消费者信誉度花费时间和精力，但它的确是一家公司成功的宝贵资产。11品牌忠诚的定义品牌忠诚定义是一直以来特别喜好某种产品或服务。换句话说，忠实的购买者趋向于购买同一品牌的商品，并且高度评价它的价值。
37、同时，他们相信他们的选择比其他人好。12概念的发展顾客忠诚这一概念的形成经过了长时间的演变，前后有很大的变化。GONRING在一篇文章上指出在20世纪80年代之前，产品质量被定义为顾客品牌。在20世纪80年代末20世纪90年代初，关注的重点从质量变成了消费者。20世纪90年代末，随着竞争者进入市场，顾客满意成为了许多公司的重大目标。从那以后，为了获得更多利润，人们花越来越多的精力在顾客身上。13忠诚的四种类型顾客品牌忠诚表现在许多方面。ROWLEY总结出有四种类型的忠诚垄断带来的忠诚、惰性忠诚、利益忠诚、信赖忠诚。垄断带来的忠诚顾客由于缺乏替代品而不得不一再购买同一种产品、服务和品牌。惰性忠诚
38、客户不是喜好品牌本身,而是因为购买的便利性。利益忠诚顾客对品牌本身有一种积极态度，但是他们不会尝试额外的消费。最完美的是信赖忠诚，有积极性态度同时也有积极性行为。2顾客品牌忠诚在营销中重要作用21是品牌价值的一种本质特征顾客的品牌忠诚对市场营销有很大的贡献这是诚然正确的。从品牌忠诚的概念里可以看出，它是品牌价值的一种本质特征。一直以来消费者购买同一家制造商的产品或服务，而不是从其他供应商那里购买或者消费者一贯地购买同一个品牌的产品，美国市场协会对这种情形给予它解释。品牌的其他方面比如可感知的质量、品牌联合、品牌形象、有形展示等可以提升品牌忠诚的水平，这个事实引起了作者的高度重视。因而断定品牌忠
39、诚能增加品牌价值的满意。比如说,品牌投入使得纳税人感觉这个品牌的产品质量比其他的好。22降低成本这个策略有助于降低供营商成本，但是同时在市场营销上花费更大金钱。REICHHELD2000,QTDINBANASIEWICZ的研究表明相对于维持一个老顾客，企业需要花费多达四倍的成本来吸引新的客户。鉴于此,笔者借助一个权威的统计量来证明这一论点。他表明对于一名顾客您需要花费5的利润用来维持他的忠诚，然后你将会获得他带来的75的利润。可以这样理解为获得新的客户需要花费更多的钱用来做广告，提供免费的样品和行业的折扣。23对价格较不敏感典型的忠诚客户对价格不敏感。正因为如此,当一个产品涨价时，他们不会减少
40、他们的购买量。可以根据这个来评估顾客忠诚，这是REILLY2008的一个观点。忠诚客户相信他们的选择，使得他们很少关注价格。24带来新的潜在的忠实顾客忠诚客户潜在的价值是他们会给你带来更多新的消费者，同时,这些潜在的消费者可能成为忠诚的顾客。关于这点一个很好的例子就是当一个人多次购买同种品牌的化妆品，并且认为它使用方便，她就会把它推荐给同学和朋友。难怪周围的人总是购买相同品牌的衣服或其他商品。相反，如果我身边的人经常抱怨某品牌的质量太差，我就不会使用它。25全球市场效益最重要的是在全球经济中,客户品牌忠诚被认为是一种重要的具有竞争力的武器。KUST2008,P24认为,在过去的十年里世界已经进
41、入全球经济，而发展品牌忠诚是进入全球市场必要条件。他表示为了和消费者保持信任关系，公司应制定维持顾客品牌忠诚的策略。3企业制定策略面临的难题31购买者抵制忠诚度策略普遍发现，当处理消费者忠诚时会遇到一定的困难。首先由于一些原因消费者不愿意参与顾客忠诚的策略。好的消费者忠诚策略包括奖励和认可。然而尽管如此，该策略没有在现代社会产生影响。THOMAS关注的事实是当顾客面对选择，他们关注的是他们买了些什么。因此,我们需要更注重产品的回报，这意味着小奖励已经无法使顾客满足。换句话说,现代经济环境使得卖家支付报酬越来越困难。32忠诚策略是不完整的顾客不参加的另一个原因是客户在忠诚上有更高的要求。SILV
42、ERSTEIN2009指出50以上的顾客抱怨大多数忠诚策略是相同的，所以他们对任何策略都失去了兴趣。更糟的因为这两个原因是一些人开始参加一些忠诚项目最后退出。同时一些人指出公司企业家不应该绝对的依赖客户忠诚。关于这点很好的一个例子就是当前忠诚度策略存在的一些弊端使其不能完全发挥功能。作者调查表明大多数人趋向于购买那些符合他们要求的产品。简单的说，客户只选择一种品牌是一种理想状态。4顾客忠诚的几个影响因素保持顾客忠诚会遇到很多麻烦，所以需要采取一些措施来降低风险。毫无疑问找到品牌忠诚并发症,能帮助我们解决问题。首先,他们应该对客户的购买倾向作一个深入分析。例如,他们想要购买什么,在这种产品上他们
43、愿意花费多少钱，以及他们多久去购物一次NEUBERGER,200841品牌信誉企业家应该更加重视品牌忠诚和品牌信誉的关系。SELNES1996,P19显示品牌声誉是品牌忠诚度最重要的一项,因此它是追求消费者忠诚最佳的途径。简单地说良好的信誉意味着客户对该产品有很大的偏好，就会有够买行为。也就是说,品牌知名度通过提高消费者意愿和信仰，进而促使意愿转变为行为来提升品牌忠诚度。42品牌形象品牌形象在品牌建设中发挥着重要的作用,特别是在客户的信誉REICHHELD表明品牌形象将引导人们意识到组织的公共关系能更好的维护公司的声誉。在这种观念下，更容易使客户保持积极的信念、态度和行动。我们必须认识到通过提
44、高品牌形象能更快地提高品牌忠诚。43顾客满意431对产品的积极影响数据表明当我们在谈论忠诚时，必然会涉及顾客满意。HA2009,P198提出这一观点满意度是顾客业绩和态度的重要影响因素。即使文化不同，但结论是一样的。432对品牌的影响普遍的观点是消费者的行为是依据他们的满意情况而定。所以测评产品时满意度是不可缺少的。相反地,性能在品牌中的重要性有所下降2008,TORRESMORAGA,P30244自有品牌自有品牌是品牌忠诚的结果。自有品牌主要影响员工的识别。另外，员工的认可会对顾客忠诚产生积极的影响。必须认识到自有品牌有助于提高顾客的忠诚度2009,PUNJAISRI,P2065公司建立和提
45、升顾客忠诚的方法作者认为,为了实现这一目标,企业应该有自己的团队、品牌销售人员和品牌大使。团队会对目标群体起很大的作用。51注重客户需求满足客户需求是建立顾客忠诚很关键的一点。WEBB1999,P72说公司应该关注客户需求。通过一系列开放性问题，可以了解客户的需求。可以确定的是顾客很愿意谈论他们的情况。52对客户忠诚只有对客户诚实才能维持顾客的信任。举个例子，为了获取顾客信任，全球在线旅行社ORBITZWORLDWIDE在互联网上公开实际油价。相反，许多公司在互联网上只公开扣税情况。事实上,这个价格比实际价格提高了152009,PETERSON。如果我们的客户在价格得到公平的对待，他们就会信任我们。53忠诚度的测量顾客忠诚度的测量是我们需要关注的一点,。TERRY,ONE总结出一个测量方法，根据消费者的得分把顾客分为三类。得分为16的客户称为批评者比分78的称为满意者；得分910的称为促进者。接下来,统计参加测试的总人数,然后你就会得到一个代表顾客忠诚度的百分比。她表明大部分公司有1020的忠诚客户。出处JUNJUNMAO商务和管理J科学教育,2010，5856
