1、1 外文翻译 原文 Eshan Journal of the World Manager MaterialSource:.cm Author:Jacoby,J,R.W Chestnut. First, the impact of customer satisfaction and loyalty Admittedly, customer satisfaction and loyalty is not a simple relationship between, especially considering the different nature of competition in the m
2、arket after the relationship becomes even more complicated. Most of the enterprises in the competitive market has a rich life, especially those with low profit margins, rely on large-scale distribution of a higher return on investment enterprises, such as retail businesses, customer satisfaction, cu
3、stomer loyalty marketing for the index is high; However, for a certain monopoly power of the enterprise, customer satisfaction, customer loyalty in a period of time constraints for the role of small, because the customer no extra choice. Monopoly of the market, companies no incentive to improve cust
4、omer satisfaction, but still able to enjoy fully the tremendous loyalty benefits, such as the telecommunications market. Since the requirements of free competition, the monopoly by the legal and moral constraints, enterprises can maintain a monopoly conditions are more harsh, face from peers within
5、the industry and emerging threat of substitutes is only a matter of time. Customer satisfaction is the ultimate decisi Eshan Journal of the World Manageron is still an important factor in customer loyalty. Because the skills are Intel in computer chip market has been in a position of absolute superi
6、ority fully share. However, with the AMD chip, the emergence of other brands, Intels monopoly status has been a great challenge, while Intel in Singapore and the European Union also conducted a survey of anti-monopoly, Singapore also is Intels anticompetitive conduct up to two more than ten million
7、U.S. dollars in fines. Intel is a high-tech companies to master the technology is locked an important factor in customer loyalty, Intel has 2 maintained a good reputation of the product record, however, when new competitors emerge, Intel also began to customer satisfaction and loyalty nervous the. I
8、ntel previously enjoyed high levels of customer loyalty as the market changes the competitive structure of the face many uncertainties. Because the industrial production of consumer goods companies generally low barriers to competition in direct competition with the alternatives are very intense, so
9、 customer satisfaction is the importance of the enterprise is more apparent. Companies indirectly through satisfaction surveys to understand customer loyalty. However, the more competitive market, consumers face more choices, allowing consumers are basically satisfied with the products and services
10、are also more. Therefore, in such a market, the basic rate of satisfaction has become synonymous with low loyalty. Have over competitors is only for customers to ensure complete satisfaction with customer loyalty. For example, the airlines customer service. Customers often travel by plane for each a
11、irline will have a clear contrast and awareness. Airline customer service is essential for the choice of airline customers. Therefore, the airline adopts a membership system, hopes to give loyal customers a free flight miles, lock customers. However, if the airlines flight service quality is not sat
12、isfactory, loyal customers using frequent flyer miles for free, after completion, or will switch to his line. Second, customer satisfaction management Since the enterprise customer loyalty has great practical significance, then the customer satisfaction management is important for improving customer
13、 loyalty strategy, strategic goal is to as much as possible into because they feel a high degree of consumer satisfaction, and loyalty to the product and services to customers. Satisfaction with management first consumer attitudes can be divided into four types: advocates; skeptics; economic-driven;
14、 were forced to lock. Advocates is a solid foundation for enterprises to develop business. The driving force advocates a high degree of satisfaction. Advocates not only stable source of revenue, but also to expand the market share of the core layer, to champion customer base, management is the key t
15、o understand the “additional“ to the art. The help of modern information technology, companies can more accurately grasp the consumer 3 behavior and recognize the identity of loyal consumers, and advocates for the corresponding management. For example, banks, retailers, airlines, travel agents, car
16、sales company so customers can have detailed consumption data. According to customer loyalty, that is, consumption frequency and consumption of the integrated record companies encouraged to give a corresponding upgrade to upgrade to a senior advocate of the customer, the establishment of long-term r
17、elationship. The doubter is a challenge facing enterprises. Suspected type of customer dissatisfaction with products and services have many reasons. In the skeptics, some peoples needs and resources of the enterprise do not correspond. Therefore, the management of the skeptics is the key to understa
18、nd the customer base “abandoned.“ For example, Southwest Airlines, North through department stores on a regular basis, “removed“ those companies can not wait on customers because these customers not only can not participate in the interactive relationship management, and will affect staff morale and
19、 business efficiency of resource use. Economic-driven customer all the time for comparing a variety of related products and services to find the most affordable solution. This part of the customer metrics have their own interests, they are difficult to standards of customer management. Maintenance a
20、nd economic-driven customer relationship or even higher than the cost of customer loyalty customer relationship to maintain the cost of inputs. For example, todays online shoppers, you can find the lowest price within a second suitable products, brands and other services have been unable to attract
21、this part of the customers. Therefore, the treatment of the economic-driven customer management key is “anything goes“, the main focus on the substantive development can be brought to the enterprise customer base segments satisfaction management. Finally, a customer base is “forced to lock the custo
22、mer.“ Even if this part of the customer satisfaction is very low, also appeared very “loyalty.“ The reason is that the client groups are not free to choose or convertible terms. For example, the telecommunications companys customer loyalty is high, the reason is because of monopoly. Once the monopol
23、y broken, this part of the customer will be divided into four types of customers of a class, and leave the original supplier. Bell Bell companies in the United States was split after the huge loss of customers to explain this phenomenon. 4 Customer satisfaction and customer loyalty independent of ea
24、ch other, the general satisfaction of the customer loyalty is not positive, and only when the customer is very satisfied to completely satisfied, and Customer will be more stable and showed high loyalty. Strategic significance of customer satisfaction management also lies. 译文 世界级经理人 资料来源 :http:/ 作者：
25、 Jacoby,J,R.W Chestnut. 一、顾客满意度对忠诚度的影响 不可否认，顾客满意度与忠诚度之间的关系并不简单，特别是考虑了市场的不同竞争性质 之后，这种关系就更加复杂。 大部分企业是在具有丰富竞争的市场中生存，特别是一些利润率低，靠大规模分销获得较高投资回报的企业，如零售企业，顾客满意度对于客户忠诚度的营销指数偏高；但是，对于具有一定垄断能力的企业，客户满意度在一定时期内对于客户忠诚度的约束作用很小，因为顾客没有多余的选择。垄断的市场里，企业没有动力去提高客户满意度，但是，仍然可以享受完全忠诚度带来的巨大利益，比如电信市场。由于自由竞争的要求，垄断受到了法律和道德上的约束，企业
26、能够保持垄断的条件也越来越苛刻，面临来自产业内同行和新兴替代品的威胁只 是时间问题。客户满意度最终仍然是决定客户忠诚度的重要因素。Intel因为所掌握的技术而在电脑芯片市场上一直处于完全占有率的绝对优势位置。但是，随着 AMD 等品牌芯片的出现， Intel的垄断地位受到了极大的挑战，同时，新加坡和欧盟也对 Intel 进行了反垄断行为的调查，新加坡更是对 Intel的垄断行为进行了高达两千多万美元的罚款。 Intel 是高科技公司，掌握的技术是锁定客户忠诚度的重要因素， Intel的产品口碑一直保持良好的记录，但是，当新的竞争者出现时， Intel也开始为客户满意度和忠诚度感到紧张了。原先
27、Intel享受的极高的客户忠诚度随着市场竞争结构的改变而面临诸多的不确定性。 一般消费品生产企业因为产业壁垒低，直接竞争与替代品竞争都很激烈，所以，消费者满意程度对企业的重要性更显而易见。企业通过满意度调查间接5 了解顾客忠诚度。然而，越是竞争激烈的市场，消费者面临的选择越多，能够让消费者感到基本满意的产品服务也就越多。因此，在这样的市场中，基本满意已经成为低忠诚率的代名词。只有让顾客产生超越竞争对手的完全满意才能保证顾客的忠诚度。例如 ，航空公司的客户服务。经常坐飞机的顾客对于每个航空公司都会有明显的对比和认识。航空公司的客户服务对于航空公司顾客的选择至关重要。因此，航空公司采用会员制，希望
28、通过给与忠实顾客免费飞行里程，锁定顾客。但是，如果航空公司的飞行服务质量不理想，忠诚顾客使用完免费飞行里程后，还是会转投他行。 二 、客户满意度管理 既然客户忠诚度对企业有重大的实际意义，那么进行客户满意度管理对于提高顾客忠诚度就是重要的战略，战略目标是将尽可能的消费者转变成因为感到高度满意，而忠诚于本产品和服务的顾客。 满意度管理首先要针对消费者的态 度，可以分为四种类型：拥护者；怀疑者；经济驱动型；被迫锁定者。 拥护者是企业开展业务的坚实基础。拥护者的驱动力是高度的满意感。拥护者不仅是稳定销售额的来源，也是进行市场份额扩大的核心层，对拥护者客户群，管理的关键是懂得 “ 追加 ” 的艺术。在
29、现代信息技术的帮助下， 企业可以更准确把握顾客的消费行为，认清忠实消费者的身份，并对拥护者进行对应管理。例如，银行、零售企业、航空公司、旅行社、汽车销售公司等都可以拥有详尽的客户消费数据。根据消费者的忠诚度，也就是消费次数与消费量的综合记录，企业给与的鼓励也相应升级，使拥护者 升级为资深顾客，建立长久的关系。 怀疑者是企业面临的一种挑战。怀疑型顾客对产品服务产生的不满原因很多。在怀疑者中，有些人的需求与企业的资源不对应。因此，管理怀疑者客户群的关键是懂得 “ 放弃 ” 。例如，西南航空公司，诺斯通百货公司会定期 “ 除名 ” 那些公司伺候不了的客户，因为，这些客户不仅不能参与到互动的关系管理中
30、，而且会影响员工的士气和企业资源利用的效率。 经济驱动型顾客时时刻刻都在对各种相关产品服务进行比较，寻找最物美价廉的解决方案。这部分顾客有自己的利益衡量标准，对他们很难进行标准的客户管理。维持与经济驱动型顾 客的关系的顾客的成本甚至要高于维持忠诚顾客关系的成本投入。例如，现今的网上购物者，可以在一秒钟内找到价格最低的合适产品，品牌和其他的服务已经不能吸引这部分顾客。因此，对待经济驱动型顾客的管理关键是 “ 听之任之 ” ， 主要精力放在能够给企业带来实质性发展的细分顾客群的满意度管理上。 最后一个客户群就是 “ 被迫锁定顾客 ” 。这部分顾客即便满意度极低，也6 会表现得很 “ 忠诚 ” 。原因是，该客户群体没有自由选择或者转换公司的条件。例如，电信公司的顾客忠诚度很高，是因为垄断的缘由。一旦，垄断打破，这部分客户就会分化为四个类型顾客的 一类，并且离开原来的供应商。美国 Bell贝尔公司在被分拆之后，顾客的大量流失就说明了这一现象。 客户满意度与顾客忠诚度彼此独立，一般的满意度对顾客的忠诚度积极意义不大，只有当顾客达到非常满意、完全满意的程度，顾客才会表现出较高而且较为稳定的忠诚度。顾客满意度管理的战略意义也就在于此。
