建立客戶承諾和忠誠的營銷策略-外文翻譯_第1頁
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1、0外文翻譯原文MarketingStrategiesthatBuildCustomerCommitmentLoyaltyMaterialSource:JournalofStrategicMarketingAuth:yCarsonTheobjectiveofmanymarketingstrategiesinthelast10yearshasbeenbuildingthecustomer’scommitmenttoabradealer.Th

2、ishastakenthreefms:FirstCreatingcustomersatisfactiondeliveringsuperiqualityproductsservices.SecondBuildingbrequitythesumoftheintangibleassetsofabr.Factsthatcontributetothisare:nameawarenessperceivedqualitybrloyaltytheass

3、ociationsconsumershavetowardsthebrtrademarkspackagingmarketingchannelpresence.ThirdCreatingmaintainingrelationships.Successwithanyofthesestrategieswillresultinhighlevelsofrepeatpurchaseinsulationfrompriceincreasesimprove

4、dresponsivenesstomarketingcommunicationsbycustomers.Therehasbeenanevolutionofmarketingthoughtactivityoverthislastdecade.Initiallythequalitymovementplacedcustomersatisfactionastheultimategoalofmarketingprograms.Howeverass

5、atisfiedcustomerswereshowntodefecttootherbrsprovidersatrelativelyhighratesstrategistslookedtocreatingagreatercommitmentwiththecustomer.Twowaystoachievethisweretobuildbrequitytobuildrelationships.Brequityusedmassmediaadve

6、rtisingcpatecitizenshippubliceventssponsshiptobuildabrimage.Relationshipmarketingsoughttobuildinterdependencebetweenpartnersreliedononetoonecommunicationshisticallydeliveredthroughthesalesfce.Withthegrowthofmarketingdata

7、basestheIntertheabilitytoreachcustomersindividuallybecameaviablestrategyfawiderangeoffirmsincludingconsumerproductscompanies.Thegrowthinrelationshipmarketingwasfueledbythewritingsofmanagementconsultants.Takinginspiration

8、frommasscustomizationmanufacturingtechnologiesapplyingthemtomarketingcommunications2profitablethanthosethatwererepeatpurchasers.Inthecpateservicescompanythoughtdeedcustomerswere50percentmeprofitablethancustomersdefinedby

9、justbypurchasefrequencyrecency.Inconclusiontheresultsconfirmthatcreatingcustomercommitmentcanbeeffectiveinachievingbusinessgoals.Meoverconsumercommitmentcannotbedefinedbyrepurchasebehavialone.Rathertheconsumer’sattitudet

10、owardthebrfirmmustbeknownindertounderstconsumerrepurchasebehavi.Thisleadstothesecondconcernthathasbeenraisedinimplementingloyaltystrategies:whatarethedifferenttypesofloyaltyinwhatsituationsaretheylikelytooccur.Knowingthe

11、buyingmotivationsofcustomershasbeenanimptantpartofunderstingcustomerloyaltybrswitchingbehavi.Brloyaltyhasthreecomponents:commitmentpreferencerepeatpurchaseOnreachingtheactionphasethecustomerpossessesadeepcommitmenttorepu

12、rchasebutalsoisactiveinblockingtheinfluenceofalternativebrs.Oliverclaimsthatloyaltywillbecreatedwhenconsumersintentionallyimmersethemselvesinasocialsystemthatrewardsbrpatronage.Examplesincludefanclubsalumniassociationsli

13、festyleproductssuchasHarleyDavidsonmotcycles.Achievingconsumerloyaltyviaimmersedselfidentitythoughmayprovetobetherarestfmofloyalty.Oliverconcludesthatfmanyconsumerproductcategiesachievingthisemotionalcommitmentbycustomer

14、unattainable.Thereshouldbedifferentloyaltystrategiesfdifferentindustries.EmpiricalwktodemonstratethiswaspresentedbytworesearchersStephanieCoylesTimGokey.Usingdatafromatwoyearstudyon1200householdsregardingthepurchaseof16t

15、ypesofproductsservicesTheyconcludedthatrepurchasebehaviisdeterminedbyanumberoffactsthatareuniquetodifferentindustries.Oneloyaltystrategyshouldnotfitallsituations.Inconclusiontheloyaltymarketingstrategyrecommendedshouldva

16、rybyindustry.Researchfrombothacademicconsultingwldsconcludethat“emotionalloyalty”thepinnacleofloyaltywherethecustomerresiststheinfluenceofotherbroffersisnotarealisticgoalfmanymarketers.Meoverachievingattributesuperiityre

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