顧客滿意度與忠誠(chéng)度卡計(jì)劃在奧地利服裝零售行業(yè)的使用性能卡諾屬性的實(shí)證研究的理論-外文翻譯

1、0外文翻譯外文翻譯原文原文Title:CustomerSatisfactionwithLoyaltyCardProgramsintheAustrianClothingRetailSectanEmpiricalStudyofPerfmanceAttributesUsingKano’sTheyMaterialSource:EUROPEANRETAILRESEARCHVol.24IssueI2010pp.7196Auth:EvaWalterC

2、laudiaSteyrerStefanWieselAroundthewldretailcompetitioninconsumermarketscontinuestointensifyretailersaswellasmarketersareseekingstrategiesfmaintainingboththeinterestloyaltyoftheircustomers.Thereferelationshipmarketinghasg

3、rowninpopularityduringthepastdecadestheimplementationofrelationshipmarketingprogramsissteadilyincreasing.Todayretailersrecognizethatsatisfyingretainingconsumersbyusingrelationshipbuildingactivitiesisoneofthemostpromising

4、fmsofsustainablecompetitiveadvantage.Althoughloyaltycannotbetakenasadirectproxyfprofitabilitynumeroustheeticalempiricalstudieshavefoundthatcustomersgenerateincreasinglymeprofitsfeachyeartheybuyfromcontinuetotrustthecompa

5、ny.Inretailpracticeitisverycommontousecardbasedprogramsfloyaltyenhancementstrategies.Suchprogramsinvolvetheissuanceofspeciallycodedcardsotherspecialscannerreadablecardswhichcanthenbeusedatthecheckoutwiththeobjectiveofinc

6、reasingcustomerpropensity.Thecustomercanderiveseveralbenefitsfromtheusageofloyaltycardslikepercentagepricereductionsspecialoffersgiftpackagingservicetheirownparkingareaadditionalinfmation.Aftergrowingby25to30percentayear

7、duringthe1990sloyaltycardsarenowcommonplaceinEuropeanretailing.Insomemarketstheperationhasapproachedsaturationwhileinothersitisstilladvancingatasteadypace.InAustrialoyaltycardprogramsareamongtothemostpopularrelationshipb

8、uildingactivities.TheeticalBackground2acceptationtotheexpectationdisconfirmationparadigmcustomersatisfactionthenistheresultofanevaluationofthestardofreferencetotheperceivedperfmance.Consequentlyperfmanceattributesareclas

9、sifiedintothefollowingfivecategies.1.Mustberequirements:areminimumrequirementsthatcausedissatisfactionifnotfulfilledbutdonotleadtocustomersatisfactioniffulfilledexceeded.Negativeperfmanceontheseattributeshasagreaterimpac

10、tonoverallsatisfactionthanpositiveperfmance.Thefulfillmentofbasicrequirementsisanecessarybutnotasufficientconditionfsatisfaction.Basicrequirementsareentirelyexpected.Thecustomerregardsthemasprerequisitestheyaretakenfgran

11、ted.2.OneDimensionalrequirements:leadtosatisfactionifperfmanceishightodissatisfactionifperfmanceislow.Inthiscasetheattributeperfmanceoverallsatisfactionrelationshipislinearsymmetric.Usuallyonedimensionalrequirementsareex

12、plicitlydemedbycustomers.3.Attractiverequirements:aretherequirementsthatincreasecustomersatisfactionifdeliveredbutdonotcausedissatisfactioniftheyarenotdelivered.Positiveperfmanceontheseattributeshasagreaterimpactonoveral

13、lsatisfactiontheserequirementsarethekeytocustomersatisfaction.Attractiverequirementsareneitherexplicitlyexpressednexpectedbythecustomer.4.Indifferentrequirements:theserequirementsrefertoaspectsthatareneithergoodnbad.Cons

14、equentlytheydonotresultineithercustomersatisfactioncustomerdissatisfaction.Oftenindifferentrequirementsarethoseproductserviceattributesthatareneverrarelyusedbythecustomer.5.Reserverequirements:theserequirementsrefertoahi

15、ghdegreeofachievementresultingindissatisfactiontothefactthatnotallcustomersarealike.Themodelimpliesthatbasicrequirementsestablishamarketentrythreshold.Iftheyaredeliveredtoasatisfactylevelanincreaseintheirperfmancedoesnot

16、leadtoanincreaseincustomersatisfaction.Onedimensionalrequirementsaretypicallydirectlyconnectedtocustomers’explicitneedsdesires.Therefeacompanyshouldbecompetitivewithregardtoonedimensionalfacts.Attractiverequirementsareun