1、1本科毕业论文外文翻译外文文献译文标题营销策略，建立客户的承诺与忠诚资料来源关系营销作者THORSTENHENNIG过去十年来很多市场营销战略的目标是建立顾客对一个品牌或者一个经销商的信任。这表现出三种形式建立顾客的满意度提供高品质的商品和服务（GALE和CHAPMAN）。建立品牌权益一个品牌无形资产的总和。相关的因素有品牌知名度，品质认知度，品牌忠诚度，消费者协会，商标，包装，以及现有的营销渠道（AAKER17）。建立并保持相关关系（PEPPERS和ROGERS）。这些营销战略中任何一个的成功都将会带来高水平的重复购买，即使价格上涨也不影响，并且提高顾客对市场营销沟通的热情和兴趣。在过去十年
2、中市场营销的思维和方式都有了很大的改变和进展。最初，品质运动把顾客满意度作为营销计划的最终目标。然而，当结果显示这些满意的顾客也会倾向其他品牌或者供应商，而且比例还相对较高，战略决策者们希望能在顾客中建立更大的信任度。为了达到这个目标产生了两种途径建立品牌权益（主要针对消费品），和建立相关关系（主要针对工业品）。品牌权益运用了大量的媒体广告，企业公民意识和对公益事业的赞助来建立品牌形象。关系营销学旨在建立合伙人之间的相互依赖性以及依靠一对一的交流，从前这种交流一直通过销售人员。随着营销数据库的增长和互联网的发展，和顾客单独联系交流的能力成为大部分公司包括消费品企业的可行性战略。各种经营管理咨询
3、顾问的著作大大刺激了关系营销学的发展。1993年，DONPEPPERS和MARTHAROGERS发表了THEONETOONEFUTURE。从大量的定制化产品的技术中获取灵感并且把它们应用于市场交流，PEPPERS和ROGERS鼓励在“顾客分享”中实行一对一的关注，而不是关注大量营销商的“市场分享”。这基于营销商向顾客传达的独特信息的能力，而这种能力又基于企业对顾客兴趣的了解。他们声称这种和顾客一对一的交流会带来终生价值的增长。2FREDERICKREICHHELD在他1996年出版的THEROYALTYEFFECT一书中进一步阐述了建立顾客信任的重要性。他集中研究了因顾客流失产生的成本，并在阐
4、述“很多大公司因为在五年内更换了一半顾客而失去财富”（REICHHELD1）中给这个问题创造了条件。REICHHELD运用了来自金融服务公司，广告代理商和制造型企业的例子，表明了即使是在顾客保留上的一点微小提升都将双倍扩大公司利润。这是因为1服务长期顾客的成本更小。2忠实顾客愿意支付产品溢价。3忠实顾客将会提高产品的口碑，并把产品推销给潜在的未来顾客。然而，因为很多为了达到预期收益而进行的信息技术投资的失败，对关系营销战略的关注就出现了。接下去的章节将讨论忠实顾客是否更有利可图，以及在什么样的情况下运用忠诚度战略是合适的。忠实顾客是否更有利可图近期研究都以忠实顾客将更有利可图这个经验性判断为前
5、提。REINARTZ和KUMAR检验了“忠实顾客产生的服务成本更少，通常比普通顾客更愿意在品牌选择上花费更多并且愿意为公司进行口碑宣传（87）”这个说法。他们花了五年时间研究和主要顾客进行交易所需的成本，他们计算了在四家不同企业中直接产品成本，广告和营销人员开销，以及在为年度顾客提供服务时的服务和机构开销。忠实顾客的定义则是那些每年至少能有两次常规购买的群体。他们发现利润和忠实度的相关性从弱到一般公司相关系数USMAILORDERFIRM20GERMANBROKERAGEFIRM29CORPORATESERVICEPROVIDER30FRENCHFOODRETAILER45例如，在企业服务公司
6、，他们的忠诚计划方案大约每年花费200万美金但那些最忠实的顾客在调查的这五年内则几乎没有产生什么利润。为他们创造利润最多的顾客则是那些短期但大量购买的群体。作者总结说很少有证据能表明那些稳定的购买者能为公司带来最大的利润。3然而，当REINARTZ和KUMAR重新定义忠诚，他们的结果则支持忠诚效应。他们对忠诚最初的定义仅仅阐述了行为上的概念也就是说，在一段特定时间内的重复购买。然而，当他们把顾客态度，如是否觉得对公司有信任感，是否满意以及是否有兴趣换用其他品牌或者经销商也计算在里面的时候，忠诚效应就出现了。他们称之为“思想与行为上的双重忠诚”。比如说，那些有着强烈思想和行为忠诚度的杂货购买顾客
7、能比那些重复购买的顾客多创造出120的利润。在企业服务公司，用思想和行为都忠诚来定义忠诚的顾客比那些仅仅是用经常购买来定义忠诚的顾客要多创造出50的利润。在最近另一个研究中，忠实度对实现更多的市场份额和溢价销售的促进作用被证实了。CHAUDHURI和HOLBROOK关于消费者对41种不同的产品种类的107个品牌的态度进行了衡量（86）。他们对消费者的购买忠诚（“我将会再次购买这个品牌”）和态度忠诚（“我承诺坚持使用这个品牌”）进行了区分。这些态度在调查反馈中被均化了，从而形成品牌层次的数据资料（也就是说，品牌作为观察的单位。）这些观察用数据合并了，数据则来自于品牌和生产经理对现有市场份额，广告
8、占有率，相对价格和不同竞争品牌间的知觉性差异化的考虑。结果显示和购买忠实度正相关的是市场占有率而不是品牌的相对价格。也就是说，那些拥有更高比例想法如“我会再次购买这个品牌”的品牌拥有更高的市场份额，而不是那些市场上存在溢价的品牌。相反地，态度忠诚则和相对价格相关而不是市场份额。也就是说，那些拥有更多想法如“我承诺坚持购买这个品牌”的品牌和那些只受到低态度忠诚度的品牌相比，能够采取更高的价格。然而，这种更高的消费者承诺和市场份额差异无关。这个研究肯定了更高水平的忠诚度和积极的市场营销结果相关，而对忠诚不同的定义则在市场份额或者产品溢价中有选择效应。总之，这些结果肯定了建立顾客承诺对于实现商业目标
9、是有效果的，此外，消费者承诺不能仅仅用再次购买的行为来定义。更确切地，为了理解消费者再次购买的行为，消费者对于一个品牌或者企业的态度必须被明确。这就导致了在实施忠诚战略中引起的第二层关注有哪些不同类型的忠实以及在什么情况下他们可能会出现。忠实是什么以及什么时候出现了解顾客购买动机是理解顾客忠诚和转换品牌行为的一个重要部分4（JACOBY和CHESTNUTVANTRIJP,HOYER和INMAN283）。品牌忠诚由三部分构成承诺，喜好和重复购买（OLIVER35）。OLIVER基于这三个部分描述了忠诚的四个层次1认知层次一个好品牌建立在优质的品牌属性上。2情感层次对于品牌的爱好是从能够满意的多样
10、购买选择的过程上发展而来。3意念层次表达再次购买意图的情感阶段。4行动层次意念阶段加上行动欲望，以此来克服可能会引起品牌转换行为的环境影响和营销作用。在达到行动阶段，顾客不仅支配着再次购买的深度承诺，也在屏蔽可选择品牌的影响中起到一定作用。OLIVER表示当消费者有意识地使他们自己处于光顾品牌能得到回报的社会体制时，行动层次的忠实就将被建立。这类例子包括歌迷会，校友联合会，以及生活类产品如哈雷摩托。虽然通过自我认可实现消费者忠诚可能被证实为最难得的忠实形式，OLIVER列出了实现这个阶段的几点要求1产品必须要被公司的大量能带来利润的顾客认为是优质的。2产品必须要受到崇拜（或者集中承诺）。3产品
11、必须要有在社会网络中有嵌入能力。4公司必须要有花费资源创造村庄的意愿。OLIVER总结说，对于很多消费品种类来说，要使顾客自己实现这种情感上的承诺是很难的。不同的行业需要不同的忠诚战略。证实这一点的经验方面的工作已经被两位麦肯锡的研究者陈述过了，他们分别是STEPHANIECOVLES和TIMGOKEY。利用一项长达两年的对1200个家庭在16种产品和服务的购买的研究，他们定义了三种忠实者情感上的忠实者是最为忠实的。他们感觉他们现有的选择是对他们最好的并且很少评估他们的购买。这个群体经常比那些在购买上要经过深思熟虑的消费者花费更多的钱。惯性忠实者没有感觉产品有什么不好，或者经历了高成本转换品牌
12、从而因为惯性导致购买惰性和重复。普通忠实者因为觉得品质优良而保持购买品牌的开销水平。他们很理性地5选择品牌例如参考价格和各种可选产品的表现。他们经常根据新信息和新选择来评估他们的购买并寻找更新更好的选择。（第四种消费群体的价值观差异则出现在例如时尚和包装商品这些行业。虽然产品的实质不在于包装纸，但包装印刷的应用在这些行业的市场交流中起着主要的作用。）6外文文献原文TITLEMARKETINGSTRATEGIESTHATBUILDCUSTOMERCOMMITMENTANDLOYALTYMATERIALSOURCERELATIONSHIPMARKETINGAUTHORTHORSTENHENNIGT
13、HEOBJECTIVEOFMANYMARKETINGSTRATEGIESINTHELAST10YEARSHASBEENBUILDINGTHECUSTOMERSCOMMITMENTTOABRANDORADEALERTHISHASTAKENTHREEFORMSCREATINGCUSTOMERSATISFACTIONDELIVERINGSUPERIORQUALITYPRODUCTSANDSERVICESGALEANDCHAPMANBUILDINGBRANDEQUITYTHESUMOFTHEINTANGIBLEASSETSOFABRANDFACTORSTHATCONTRIBUTETOTHISARENA
14、MEAWARENESS,PERCEIVEDQUALITY,BRANDLOYALTY,THEASSOCIATIONSCONSUMERSHAVETOWARDSTHEBRAND,TRADEMARKS,PACKAGING,ANDMARKETINGCHANNELPRESENCEAAKER17CREATINGANDMAINTAININGRELATIONSHIPSPEPPERSANDROGERSSUCCESSWITHANYOFTHESESTRATEGIESWILLRESULTINHIGHLEVELSOFREPEATPURCHASE,INSULATIONFROMPRICEINCREASESANDIMPROVE
15、DRESPONSIVENESSTOMARKETINGCOMMUNICATIONSBYCUSTOMERSTHEREHASBEENANEVOLUTIONOFMARKETINGTHOUGHTANDACTIVITYOVERTHISLASTDECADEINITIALLY,THEQUALITYMOVEMENTPLACEDCUSTOMERSATISFACTIONASTHEULTIMATEGOALOFMARKETINGPROGRAMSHOWEVER,ASSATISFIEDCUSTOMERSWERESHOWNTODEFECTTOOTHERBRANDSORPROVIDERSATRELATIVELYHIGHRATE
16、S,STRATEGISTSLOOKEDTOCREATINGAGREATERCOMMITMENTWITHTHECUSTOMERTWOWAYSTOACHIEVETHISWERETOBUILDBRANDEQUITYPRIMARILYFORCONSUMERPRODUCTSANDTOBUILDRELATIONSHIPSPRIMARILYFORINDUSTRIALPRODUCTSBRANDEQUITYUSEDMASSMEDIAADVERTISING,CORPORATECITIZENSHIPANDPUBLICEVENTSSPONSORSHIPTOBUILDABRANDIMAGERELATIONSHIPMAR
17、KETINGSOUGHTTOBUILDINTERDEPENDENCEBETWEENPARTNERSANDRELIEDONONETOONECOMMUNICATIONS,HISTORICALLYDELIVEREDTHROUGHTHESALESFORCEWITHTHEGROWTHOFMARKETINGDATABASESANDTHEINTERNET,THEABILITYTOREACHCUSTOMERSINDIVIDUALLY7BECAMEAVIABLESTRATEGYFORAWIDERANGEOFFIRMSINCLUDINGCONSUMERPRODUCTSCOMPANIESTHEGROWTHINREL
18、ATIONSHIPMARKETINGWASFUELEDBYTHEWRITINGSOFMANAGEMENTCONSULTANTSIN1993,DONPEPPERSANDMARTHAROGERSPUBLISHEDTHEONETOONEFUTURETAKINGINSPIRATIONFROMMASSCUSTOMIZATIONMANUFACTURINGTECHNOLOGIESANDAPPLYINGTHEMTOMARKETINGCOMMUNICATIONS,PEPPERSANDROGERSENCOURAGEDAONETOONEFOCUSON“SHAREOFCUSTOMER”RATHERTHANTHEMAS
19、SMARKETERS“SHAREOFMARKET”THISWASBASEDONTHEMARKETERSABILITYTOCOMMUNICATEAUNIQUEMESSAGETOTHECUSTOMERSBASEDONTHECOMPANYSKNOWLEDGEOFTHEIRINTERESTSTHEYCLAIMEDTHATTHISONETOONEINTERACTIONWITHCUSTOMERSWOULDLEADTOIMPROVEDLIFETIMEVALUEFREDERICKREICHHELDFURTHERDEVELOPEDTHEIMPORTANCEOFBUILDINGCUSTOMERCOMMITINHI
20、S1996BOOKTHELOYALTYEFFECTHEFOCUSEDONTHECOSTOFCUSTOMERDEFECTIONANDSETTHESTAGEFORTHEPROBLEMBYCLAIMING“MANYMAJORCORPORATIONSNOWLOSEANHAVETOREPLACEHALFTHEIRCUSTOMERSINFIVEYEARS”REICHHELD1USINGEXAMPLESFROMFINANCIALSERVICECOMPANIES,ADVERTISEAGENCIES,ANDMANUFACTURINGFIRMS,REICHHCLAIMEDTHATEVENSMALLIMPROVEM
21、ENTSINCUSTOMERRETENTIONCANASMUCHASDOUBLECOMPANYPROFITSTHISISBECAUSE1ITCOSTSLESSTOSERVELONGTERMCUSTOMERS2LOYALCUSTOMERSWILLPAYAPRICEPREMIUM3LOYALCUSTOMERSWILLGENERATEWORDOFMOUTHREFERRALSTOOTHERPROSPECTIVECUSTOMERSHOWEVER,GIVENTHEFAILUREOFMANYINFORMATIONTECHNOLOGYINVESTMENTSTOACHIEVETHEEXPECTEDBENEFIT
22、S,CONCERNSABOUTRELATIONSHIPMARKETINGSTRATEGYAREEMERGINGTHESECTIONTHATFOLLOWSADDRESSESTHEQUESTIONSOFWHETHERLOYALCUSTOMERSAREMOREPROFITABLEANDUNDERWHATCONDITIONSALOYALTYSTRATEGYISAPPROPRIATEARELOYALCUSTOMERSMOREPROFITABLE8RECENTRESEARCHHASEMPIRICALLYINVESTIGATEDTHEPREMISETHATLOYALCUSTOMERSAREACTUALLYM
23、OREPROFITABLEREINARTZANDKUMARTESTEDTHECLAIMSTHATLOYALCUSTOMERSWERELESSCOSTLYTOSERVE,WEREUSUALLYWILLINGTOPAYMOREFORBRANDCHOICESTHANNONLOYALCUSTOMERS,ANDACTEDASWORDOFMOUTHMARKETERSFORTHECOMPANY87INTHEIRFIVEYEARSTUDYOFTHECOSTSOFDOINGBUSINESSWITHKEYCUSTOMERS,THEYMEASUREDDIRECTPRODUCTCOSTS,ADVERTISINGAND
24、SALESFORCEEXPENSES,ANDSERVICEANDORGANIZATIONALEXPENSESINSERVINGANNUALCOHORTSOFCUSTOMERSINFOURBUSINESSESLOYALCUSTOMERSWEREDEFINEDASTHOSEWHOMADEREGULARPURCHASESFORATLEAST2YEARSTHEYFOUNDTHATTHECORRELATIONBETWEENPROFITABILITYANDLOYALTYWASWEAKTOMODERATECOMPANYCORRELATIONCOEFFICIENTUSMAILORDERFIRM20GERMAN
25、BROKERAGEFIRM29CORPORATESERVICEPROVIDER30FRENCHFOODRETAILER45FOREXAMPLE,INTHECORPORATESERVICEFIRM,THECOSTOFTHEIRLOYALTYPROGRAMWASABOUT2MILLIONPERYEARBUTTHEMOSTLOYALCUSTOMERSBARELYGENERATEDAPROFITINTHEFIVEYEARTIMEFRAMEOFSTUDYTHEIRMOSTPROFITABLECUSTOMERSWERETHOSETHATHADASHORTBUTINTENSEBUYINGEXPERIENCE
26、WITHTHEFIRMTHEAUTHORSCONCLUDEDTHATTHEREWASLITTLEEVIDENCETOSUGGESTTHATSTEADYPURCHASERSWILLGENERATETHEMOSTPROFITHOWEVER,WHENREINARTZANDKUMARREDEFINEDLOYALTY,THEIRRESULTSSUPPORTEDTHELOYALTYEFFECTTHEIRORIGINALDEFINITIONSPECIFIEDONLYTHEBEHAVIORALDIMENSIONOFLOYALTYTHATIS,REPEATPURCHASEWITHINASPECIFIEDTIME
27、FRAMEHOWEVER,WHENTHEYINCLUDEDCUSTOMERATTITUDESSUCHASWHETHERTHEYFELTLOYALTOTHECOMPANY,WHETHERTHEYWERESATISFIEDANDWHETHERTHEYHADANINTERESTINSWITCHINGBRANDSORSERVICEPROVIDERS,THELOYALTYEFFECTEMERGEDTHEYCALLEDTHIS“THOUGHTANDDEEDLOYALTY”FOREXAMPLE,GROCERYCUSTOMERSWHOHADSTRONGTHOUGHTANDDEEDLOYALTYWERE120P
28、ERCENTMOREPROFITABLETHANTHOSETHATWEREREPEATPURCHASERSINTHECORPORATE9SERVICESCOMPANY,THOUGHTANDDEEDCUSTOMERSWERE50PERCENTMOREPROFITABLETHANCUSTOMERSDEFINEDBYJUSTBYPURCHASEFREQUENCYORRECENCYTHEFACILITATINGEFFECTOFLOYALTYONACHIEVINGTHEMARKETINGOUTCOMESOFHIGHERMARKETSHAREANDPREMIUMPRICINGWASCONFIRMEDINA
29、NOTHERRECENTSTUDYCHAUDHURIANDHOLBROOKMEASUREDCONSUMERSATTITUDESTOWARDS107BRANDSIN41DIFFERENTPRODUCTCATEGORIES86THEYDIFFERENTIATEDBETWEENACONSUMERSPURCHASELOYALTY“IWILLBUYTHISBRANDAGAIN”ANDATTITUDINALLOYALTY“IAMCOMMITTEDTOTHISBRAND”THESEATTITUDESWEREAVERAGEDOVERTHESURVEYRESPONSESTODEVELOPBRANDLEVELDA
30、TATHATIS,THEBRANDWASTHEUNITOFOBSERVATIONTHESEOBSERVATIONSWEREMERGEDWITHDATACOLLECTEDFROMBRANDANDPRODUCTMANAGERSREGARDINGTHECURRENTMARKETSHAREOFTHEBRAND,SHAREOFVOICE,RELATIVEPRICEANDPERCEIVEDDIFFERENTIATIONAMONGCOMPETINGBRANDSTHERESULTSSHOWEDTHATPURCHASELOYALTYWASPOSITIVELYRELATEDTOMARKETSHAREBUTNOTR
31、ELATIVEPRICEOFBRANDTHATIS,BRANDSTHATHADHIGHERRATINGSONSTATEMENTSSUCHAS“IWILLBUYTHISBRANDAGAIN”HADHIGHERMARKETSHARESBUTWERENOTTHEPREMIUMPRICEBRANDINTHEMARKETCONVERSELY,ATTITUDINALLOYALTYWASRELATEDTORELATIVEPRICEBUTNOTMARKETSHARETHATIS,BRANDSTHATHADHIGHERRATINGSONSTATEMENTSSUCHAS“IAMCOMMITTEDTOTHISBRA
32、ND”WEREABLETOCHARGEHIGHERPRICESTHANTHOSEBRANDSTHATRECEIVEDLOWERRATINGSONATTITUDINALLOYALTYTHISHIGHERCONSUMERCOMMITMENT,HOWEVER,WASNOTRELATEDTODIFFERENCESINMARKETSHARETHESTUDYCONFIRMSTHATHIGHERLEVELSOFLOYALTYARECORRELATEDWITHPOSITIVEMARKETINGOUTCOMESBUTTHATDIFFERENTDEFINITIONSOFLOYALTYHADSELECTEDEFFE
33、CTSONEITHERMARKETSHAREORPRICEPREMIUMSINCONCLUSION,THERESULTSCONFIRMTHATCREATINGCUSTOMERCOMMITMENTCANBEEFFECTIVEINACHIEVINGBUSINESSGOALSMOREOVER,CONSUMERCOMMITMENTCANNOTBEDEFINEDBYREPURCHASEBEHAVIORALONERATHER,THECONSUMERSATTITUDETOWARDTHEBRANDORFIRMMUSTBEKNOWNINORDERTOUNDERSTANDCONSUMERREPURCHASEBEH
34、AVIORTHISLEADSTOTHESECONDCONCERNTHATHASBEENRAISEDINIMPLEMENTINGLOYALTYSTRATEGIESWHATARETHEDIFFERENTTYPESOFLOYALTYANDINWHATSITUATIONSARETHEYLIKELYTOOCCUR10WHATISLOYALTYANDWHENDOESITOCCURKNOWINGTHEBUYINGMOTIVATIONSOFCUSTOMERSHASBEENANIMPORTANTPARTOFUNDERSTANDINGCUSTOMERLOYALTYANDBRANDSWITCHINGBEHAVIOR
35、JACOBYANDCHESTNUTVANTRIJP,HOYER,ANDINMAN283BRANDLOYALTYHASTHREECOMPONENTSCOMMITMENT,PREFERENCEANDREPEATPURCHASEOLIVER35OLIVERDESCRIBESFOURLEVELSOFLOYALTYBASEDONTHESECOMPONENTS1COGNITIVEONEBRANDISPREFERABLEBASEDONSUPERIORBRANDATTRIBUTES2AFFECTIVELIKINGTOWARDSBRANDHASDEVELOPEDOVERTHECOURSEOFMULTIPLEPU
36、RCHASESITUATIONSTHATWERESATISFYING3CONATIVEAFFECTIVESTAGEWITHTHEEXPRESSINTENTIONTOREBUY4ACTIONCONATIVESTAGEPLUSTHEACTIVEDESIRETOOVERCOMESITUATIONALINFLUENCESANDMARKETINGEFFORTSTHATMAYHAVETHEPOTENTIALTOCAUSESWITCHINGBEHAVIORONREACHINGTHEACTIONPHASE,THECUSTOMERPOSSESSESADEEPCOMMITMENTTOREPURCHASEBUTAL
37、SOISACTIVEINBLOCKINGTHEINFLUENCEOFALTERNATIVEBRANDSOLIVERCLAIMSTHATACTIONLEVELLOYALTYWILLBECREATEDWHENCONSUMERSINTENTIONALLYIMMERSETHEMSELVESINASOCIALSYSTEMTHATREWARDSBRANDPATRONAGEEXAMPLESINCLUDEFANCLUBS,ALUMNIASSOCIATIONS,ANDLIFESTYLEPRODUCTSSUCHASHARLEYDAVIDSONMOTORCYCLESACHIEVINGCONSUMERLOYALTYV
38、IAIMMERSEDSELFIDENTITY,THOUGH,MAYPROVETOBETHERARESTFORMOFLOYALTYOLIVERLISTSTHEREQUIREMENTSFORTHISSTATETOOCCUR1THEPRODUCTMUSTBEPERCEIVEDASSUPERIORBYALARGEENOUGHSEGMENTOFTHEFIRMSCUSTOMERSINORDERTOBEPROFITABLE2THEPRODUCTMUSTBESUBJECTTOADORATIONORFOCUSEDCOMMITMENT3THEPRODUCTMUSTHAVETHEABILITYTOBEEMBEDDE
39、DINASOCIALNETWORK4THEFIRMMUSTBEWILLINGTOEXPENDRESOURCESTOCREATETHEVILLAGEOLIVERCONCLUDESTHAT,FORMANYCONSUMERPRODUCTCATEGORIES,ACHIEVINGTHISEMOTIONALCOMMITMENTBYCUSTOMERISUNATTAINABLETHERESHOULDBEDIFFERENTLOYALTYSTRATEGIESFORDIFFERENTINDUSTRIESEMPIRICALWORKTODEMONSTRATETHISWASPRESENTEDBYTWOMCKINSEYRE
40、SEARCHERS,STEPHANIECOYLESANDTIMGOKEYUSING11DATAFROMATWOYEARSTUDYON1200HOUSEHOLDSREGARDINGTHEPURCHASEOF16TYPESOFPRODUCTSANDSERVICES,THEYDEFINEDTHREELOYALTYSEGMENTSEMOTIVELOYALISTSWERETHEMOSTLOYALTHEYFEELTHEIRCURRENTALTERNATIVEISTHEBESTFORTHEMANDRARELYREASSESSTHEIRPURCHASESTHISGROUPOFTENSPENDSMOREMONE
41、YTHANTHOSECONSUMERSWHODELIBERATEOVERPURCHASESINERTIALLOYALISTSAREUNINVOLVEDWITHTHEPRODUCT,OREXPERIENCEHIGHSWITCHINGCOSTS,ANDTHISLEADSTOINACTIONANDREPEATPURCHASEBASEDONINERTIADELIBERATIVELOYALISTSMAINTAINTHEIRSPENDINGLEVELSFORBRANDSBECAUSETHEYFEELITISSUPERIORTHEYHAVESELECTEDTHEBRANDTHROUGHARATIONALPR
42、OCESSSUCHASREVIEWINGTHEPRICEANDPERFORMANCEOFTHEVARIOUSOPTIONSTHEYOFTENREASSESSTHEIRPURCHASESINLIGHTOFNEWINFORMATIONANDALTERNATIVESTOFINDTHENEW,BETTERALTERNATIVEAFOURTHGROUPOFCONSUMERTHATVALUEDVARIETYWASFOUNDFORINDUSTRIESSUCHASFASHIONANDPACKAGEGOODSTHOUGHBEYONDTHESCOPEOFTHISPAPER,PACKAGINGPRINTINGAPPLICATIONSMAYPLAYTHEPRIMARYROLEINTHEMARKETINGCOMMUNICATIONMIXOFTHESEINDUSTRIES
