外文翻譯---影響顧客忠誠度不同的因素對(duì)不同水平的顧客忠誠度有影響嗎（節(jié)選）

1、<p><b>　　標(biāo)題：</b></p><p>　　Affecting customer loyalty: Do different factors have various influences in different loyalty levels?</p><p><b>　　原文：</b></p><p&

2、gt;<b>　　Abstract</b></p><p>　　The current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affe

3、cting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telecommunication company in Esto

4、nia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image</p><p>　　INTRODUCTION</p><p>　　Recent years have shown a growing interest in c

5、ustomer loyalty. The globalisation of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved t

6、hrough optimised product price and qualities. Instead, companies build their success on a long-term customer relationship. According to former studies, it can cost as much as 6 times more to win a new customer than it do

7、es to keep an</p><p>　　LITERATURE OVERVIEW</p><p>　　Segmentation based on customer loyalty</p><p>　　There are multiple approaches to customer loyalty. Theories of behavioral loyalty

8、 were dominating until 1970 considering loyalty as the function of the share of total purchases (Cunningham 1956:118; Farley 1964:9), function of buying frequency or buying pattern (Tucker 1964: 32; Sheth 1968: 398) or f

9、unction of buying probability (Harary et al. 1962; McConnell 1968:14; Wernerfelt 1991: 231). These approaches looked at brand loyalty in terms of outcomes (repeat purchase behavior) rather than reaso</p><p>

10、　　These different approaches allow distinguishing customers as whether behaviorally or emotionally loyal. Behaviorally loyal customers act loyal but have no emotional bond with the brand or the supplier whereas emotional

11、ly loyal customers do. Jones and Sasser call these two kind of loyalty accordingly false or true longterm loyalty (Jones et al. 1995: 90). Hofmeyr and Rice (2000: 87) divide customers to loyal (behavioral) or committed (

12、emotional). Emotional loyalty is much stronger and longer last</p><p>　　Behaviorally loyal customers could be divided to sub-segments by the reason of acting:</p><p>　　? Forced to be loyal,</

13、p><p>　　? Loyal due to inertia or</p><p>　　? Functionally loyal.</p><p>　　Customers are forced to be loyal when they have to be clients even if they do not want to. Customers may be fo

14、rced to consume certain products or products/services offered by certain vendor e.g. when the company acts as a monopoly or the poor financial status of the customer is limiting his selection of goods. Grönholdt, Ma

15、rtensen and Kristensen have found that companies with low price strategy had a much higher loyalty than expected from their customer satisfaction. On the other hand, companies</p><p>　　Loyal behaviour may al

16、so result from inertia – customer does not move to another vendor due to comfort or relatively low importance of operation – if the choice has low importance, there is no point to spend time and effort on searching for a

17、lternatives. Thus, based on his faith in the suitability of the current product, the customer continues to use it without checking alternatives. It’s in accordance to Oliver’s approach of cognitive loyalty: the loyalty t

18、hat is based on brand belief only. “Co</p><p>　　Functionally loyal customers are loyal because they have an objective reason to be. Wernerfelt points out “cost-based brand loyalty” where brand utilities have

19、 a positive influence on brand choice. (Wernerfelt 1991:231) Functional loyalty can be created by functional values using price, quality, distribution, usage convenience of a product or through different loyalty programs

20、 (points, coupons, games, draws etc.) giving a concrete reason to prefer certain supplier. Unfortunately competitors can </p><p>　　Jones and Sasser (1995:94) propose three measures of loyalty that could be u

21、sed in segmentation by loyalty:</p><p>　　? Customer’s primary behavior – recency, frequency and amount of purchase;</p><p>　　? Customer’s secondary behavior – customer referrals, endorsements an

22、d spreading the word;</p><p>　　? Customer’s intent to repurchase – is the customer ready to repurchase in the future.</p><p>　　Based on the theoretical literature presented above, the customers

23、of a certain telecommunication provider could be segmented by their loyalty as follows (see also Figure 1):</p><p>　　Figure 1. General segmentation of customers by loyalty</p><p>　　? Committed o

24、r emotionally loyal customers – active customers who use only the certain provider’s services and declare that they will use only this provider in the future and recommend this provider to others;</p><p>　　?

25、 Behaviorally loyal customers – active customers who use only the certain provider’s services and declare that they will use only this provider in the future but do not agree to recommend this provider to others (inert o

26、r functionally loyal);</p><p>　　? Ambivalent or dubious customers – active customers who use only the certain provider’s services but don’t know which provider they will use in the future;</p><p&g

27、t;　　? Disloyal reducers – customers who have reduced or will reduce the percentage of the provider’s services in their usage;</p><p>　　? Leavers – customers who declare, that they will certainly leave this p

28、rovider.</p><p>　　Factors affecting customer loyalty</p><p>　　The impact of satisfaction on loyalty has been the most popular subject of studies. Several studies have revealed that there exists

29、a direct connection between satisfaction and loyalty: satisfied customers become loyal and dissatisfied customers move to another vendor. (Heskett et al. 1993: 165–167) The primary objective of creating ACSI (American Cu

30、stomer Satisfaction Index) in 1984 was to explain the development of customer loyalty. In ACSI model customer satisfaction has three antecedents: pe</p><p>　　Image of brand or supplier is one of the most com

31、plex factors. It affects loyalty at least in two ways. Firstly, customer may use his preferences to present his own image. That may occur both in conscious and subconscious level. According to the Belk’s theory of extend

32、ed self, people define themselves by the possessions they have, manage or create. (Belk 1988: 160) Aaker has shown how consumers prefer brands with personality traits that are congruent with the personality traits that c

33、onstitute t</p><p>　　Secondly, according to social identity theory, people tend to classify themselves into different social categories. That leads to evaluation of objectives and values in various groups an

34、d organisations in comparison with the customer’s own values and objectives. They prefer partners who share similar objectives and values. (Ashforth et al. 2001: 23) Fournier (1998: 366) states that consumer-brand relati

35、onships are more a matter of perceived goal compatibility. Brands cohere into systems that con</p><p>　　Trustworthiness of the partner is a factor that has certain impact on the establishment of loyalty – no

36、body expects a long-term relation with a partner that cannot be trusted. Trustworthiness is one criterion for measuring the value of the partner. (Doney et al. 1997: 46) Spekman (1988: 79) calls trust a cornerstone of th

37、e strategic partnership. Morgan and Hunt (1994: 22) posit that trust is a major determinant of relationship commitment: brand trust leads to brand loyalty because trust creates </p><p>　　Many definitions des

38、cribe loyalty as a desire to retain a valuable or important relationship. (Morgan et al 1994: 22; Moorman et al. 1992: 316) That way the establishment of loyalty is predetermined by the importance of relevant relationshi

39、p or selection. Weiss (2001) points out three aspects that may increase the importance of the relationship:</p><p>　　? Strategic importance of a product,</p><p>　　? High risks involved in the tr

40、ansaction or</p><p>　　? Costs incurred by cancellation of contracts.</p><p>　　Hofmeyr and Rice point out that the more important the relationship is to a person, the more willing that person is

41、to tolerate dissatisfaction in favour of trying to fix it. By contrast, when a relationship doesn’t matter, then even the perfectly satisfied consumer can switch on a whim. (Hofmeyr et al. 2000: 60)</p><p>　

42、　A relationship can also be made important by personal approach. Various authors have compared loyalty with marriage (Levitt 1983; Dwyer et al. 1987; Gummeson 1998; Hofmeyr et al. 2000). Marriage is one of the most perso

43、nal and important relationships. That means that intimacy is one determinant for importance of relationship. Levitt (1983: 89) has considered a role of salesman in making relationship more personal.</p><p>　

44、　Summarising the discussion above following figure 2 is presenting the major groups of factors affecting customer loyalty.</p><p>　　Figure 2. Factors affecting loyalty.</p><p><b>　　出處：<

45、/b></p><p>　　Andres Kuusik.Affecting customer loyalty[D].Tartu: Tartu University Press,2007, pp.3-11.</p><p><b>　　二、翻譯文章</b></p><p><b>　　標(biāo)題：</b></p>

46、<p>　　影響顧客忠誠度：不同的因素對(duì)不同水平的顧客忠誠度有影響嗎？</p><p><b>　　譯文：</b></p><p><b>　　摘要</b></p><p>　　本文研究各種因素對(duì)顧客忠誠度的影響。研究中的主要假設(shè)認(rèn)為影響忠誠度的最重要因素取決于顧客的忠誠度的水平。運(yùn)用LOGIT模型對(duì)愛沙尼亞

47、最大的電信公司大約1000個(gè)私人顧客的調(diào)查數(shù)據(jù)樣本的假設(shè)進(jìn)行測(cè)試。研究結(jié)果表明，經(jīng)分析有四個(gè)影響顧客忠誠度的因素。（滿意度、可信度、想象力和關(guān)系的重要程度）這在不同層次的顧客忠誠度上起著不同的作用。</p><p><b>　　介紹</b></p><p>　　近年來，在研究顧客的忠誠度上顯示出一種高漲的興趣。全球化的競(jìng)爭，市場(chǎng)的飽和以及信息技術(shù)的發(fā)展提高了顧客的意識(shí)

48、，不再通過優(yōu)化產(chǎn)品價(jià)格和品質(zhì)達(dá)到的情形創(chuàng)造一種長遠(yuǎn)的成功。相反，公司靠與顧客的長期合作關(guān)系取得成功。根據(jù)以往的研究，它可以投入比現(xiàn)有多達(dá)6倍的資金贏得新顧客（Rosenberg等人 1984）。根據(jù)特定的行業(yè)，在減少潛在5%的移民后它可能會(huì)增加到高達(dá)60%的利潤（Reichheld 1993）。因此，我們可以看出，對(duì)于公司長期的成功，增加和保留忠誠的顧客已成為一個(gè)關(guān)鍵因素。營銷的主要重點(diǎn)由贏得新顧客轉(zhuǎn)移到保持既有的特性。</p&g

49、t;<p><b>　　文獻(xiàn)綜述</b></p><p>　　基于顧客忠誠度的分類</p><p>　　對(duì)顧客忠誠度的分類有許多方法。直到1970年把忠誠度作為調(diào)查市場(chǎng)總采購份額的功能，行為忠誠度的理論才起著支配的作用（Cunningham 1956；Farley 1964）。購買頻率或者購買方式（Tucker 1964；Sheth 1968）以及購買的

50、可能性（Harary等人 1962；McConnell 1968；Wernerfelt 1991），這些方法看中的是結(jié)果而不是原因。直到推出品牌忠誠度的二維概念，既規(guī)定忠誠度的評(píng)估需包括行為和態(tài)度這兩方面?，F(xiàn)代研究重視心理忠誠的因素（主要是態(tài)度和情感） （Jacoby等人 1973；Oliver 1999；Chaudury 1995；Djupe 2000；Reichheld 2003），也有用這種方法來研究婚姻的忠誠度（Hofmeyr等

51、人 2000；Lewitt 1983；Dwyer等人 1987）。</p><p>　　這些不同的方法用來識(shí)別顧客的行為和情感是否忠誠。習(xí)慣性消費(fèi)的忠實(shí)顧客看似忠誠，但沒有真正的忠實(shí)顧客那樣有對(duì)品牌或供應(yīng)商的感情。Jones和Sasser認(rèn)為這兩種忠誠是因?yàn)榧僖饣蛘嫘亩L期忠誠（Jones等人 1995）。Hofmeyr和Rice（2000）將顧客分為忠誠的（行為性的）和堅(jiān)定的（情感性的）。情感的忠誠比行為的忠誠

52、更為強(qiáng)大和持久。長久的合作需要有一個(gè)有價(jià)值的關(guān)系來維持。這種關(guān)系對(duì)于那些做出最大努力來維護(hù)它的人們來說很重要（Morgan等人 1995；Reichheld 2003；Moorman等人 1992）。公司擔(dān)保的顧客要從那些有聯(lián)系或者被推薦的買家那重復(fù)購買東西，對(duì)外強(qiáng)烈保護(hù)這些選擇，強(qiáng)調(diào)他們選擇了“最好”的產(chǎn)品或服務(wù)（Butz等人 1996）。</p><p>　　行為忠誠的顧客可以根據(jù)原因來進(jìn)行市場(chǎng)細(xì)分：<

53、/p><p><b>　　?被迫忠誠。</b></p><p><b>　　?慣性忠誠。</b></p><p><b>　　?功能忠誠。</b></p><p>　　當(dāng)他們不得已成為顧客的時(shí)候是被迫忠誠的。顧客可能會(huì)被迫消費(fèi)某些產(chǎn)品或服務(wù)，供應(yīng)商在某種程度上可以說是一種壟斷，根據(jù)

54、顧客的財(cái)務(wù)狀況來限制他選擇的商品Gronholdt，Martensen和Kristensen通過顧客滿意度發(fā)現(xiàn)實(shí)行低價(jià)策略的公司有著更高的忠誠度。另一方面，在品牌上花費(fèi)了很大精力的公司，他們有著較高的顧客滿意度，但是他們卻沒有相應(yīng)的高的忠誠度（Grönholdt等人 2000）。被迫忠誠也會(huì)造成一些障礙和矛盾。</p><p>　　忠誠的行為是由于習(xí)慣所致---顧客由于習(xí)慣了舒適的工作或相對(duì)簡單的操作程

55、序而不轉(zhuǎn)向另一個(gè)供應(yīng)商---如果此選擇不重要，則沒有意義在這方面花費(fèi)時(shí)間和精力。為此，有了對(duì)現(xiàn)有產(chǎn)品的信任，顧客無需檢查供應(yīng)方案就繼續(xù)使用。根據(jù)Oliver認(rèn)知忠誠度的方法，在有著忠誠信念的基礎(chǔ)上，加上對(duì)品牌的認(rèn)知：“認(rèn)知可以基于先前的知識(shí)或最近的經(jīng)驗(yàn)，如果交易是例行公事，這樣則是忠誠度不高的表現(xiàn)”（Oliver 1999）。Hofmeyr和Rice（2000:23）說，顧客不愿更換品牌的原因之一是他們覺得其他的選擇會(huì)更加糟糕。慣性忠誠

56、可能是由于品牌缺乏具有特征的吸引力。</p><p>　　功能忠誠的顧客都很忠誠，他們有著客觀的原因。Wernerfelt提出了“新品牌忠誠度”，在這里，品牌公用事業(yè)對(duì)于品牌的選擇有著積極的影響（Wernerfelt 1991:231）。功能忠誠度可自行實(shí)現(xiàn)價(jià)值，通過使用價(jià)格、質(zhì)量、分配、使用方便產(chǎn)品或通過不同的忠誠度項(xiàng)目（點(diǎn)數(shù)、優(yōu)惠券、游戲、繪畫等）。更傾向于特定的供應(yīng)商。不幸的是競(jìng)爭對(duì)手可以輕而易舉地復(fù)制功能

57、性的價(jià)值觀。因此，創(chuàng)造功能性價(jià)值提供了一個(gè)短暫的競(jìng)爭優(yōu)勢(shì):功能忠誠度是不會(huì)太長久的（Barnes 2003: 8）。</p><p>　　Jones和Sasser（1995:94）提出三項(xiàng)措施用來對(duì)忠誠加以市場(chǎng)細(xì)分：</p><p>　　?顧客的主要行為——近期的、頻繁的、以及采購的數(shù)量。</p><p>　　?顧客的二次行為——顧客介紹，反應(yīng)以及口碑的流傳。<

58、;/p><p>　　?顧客的回購意圖——顧客在后期準(zhǔn)備重新采購。</p><p>　　基于上述理論文獻(xiàn)，下圖是對(duì)電信供應(yīng)商中顧客忠誠度的市場(chǎng)細(xì)分（請(qǐng)參見圖1）：</p><p>　　?堅(jiān)定和情感性忠誠的顧客——使用提供商提供的服務(wù)宣稱在以后與該供應(yīng)商合作并向別人推薦此供應(yīng)商。</p><p>　　?行為忠誠的顧客——使用提供商提供的服務(wù)宣稱在以后

59、與該供應(yīng)商合作，但不會(huì)向別人推薦此供應(yīng)商。</p><p>　　?矛盾的或不正當(dāng)?shù)念櫩汀褂锰峁┥烫峁┑姆?wù)，但不會(huì)在以后與該供應(yīng)商合作。</p><p>　　圖1 對(duì)顧客忠誠度的普通細(xì)分</p><p>　　?不忠的顧客——顧客降低或?qū)p少供應(yīng)商提供服務(wù)的百分比。</p><p>　　?離棄的顧客——宣稱將與供應(yīng)商斷絕聯(lián)系。</p&

60、gt;<p>　　影響顧客忠誠度的因素</p><p>　　滿意度對(duì)忠誠度的影響已經(jīng)成為最熱門的研究課題。很多研究顯示，滿意度和忠誠度直接存在直接聯(lián)系：滿意的顧客變的忠誠，不滿意的顧客會(huì)尋找另一個(gè)賣家。（Heskett等人 1993）1984年創(chuàng)建ACSI（美國顧客滿意指數(shù)）的主要目的就是用來解釋顧客忠誠度的發(fā)展。在ACSI模型中，顧客滿意度有三個(gè)要因：品質(zhì)認(rèn)知度，價(jià)值認(rèn)知度和顧客期望。（Ander

61、son等人）在ECSI（歐洲顧客滿意度指數(shù)）模型中，品質(zhì)認(rèn)知又被分為兩個(gè)因素：“硬件部分”，由產(chǎn)品質(zhì)量或服務(wù)屬性構(gòu)成?！叭宋囊蛩亍?，代表服務(wù)中相關(guān)的顧客互動(dòng)因素，例如：個(gè)人行為和服務(wù)環(huán)境的氛圍。（Grönholdt等人 2000）在兩個(gè)模型中都顯示，提高滿意度會(huì)提高忠誠度。當(dāng)滿意度低時(shí)，顧客可以選擇退出（比如找另一個(gè)競(jìng)爭者）或表達(dá)他們的不滿。研究表明，60–80%的轉(zhuǎn)向其他賣家的顧客接受調(diào)查時(shí)說，他們滿意或者非常滿意之前的賣家

62、。（Reichheld等人 2000）因此很明顯，出來滿意度外還有其他因素對(duì)顧客忠誠度有著必然影響。</p><p>　　品牌或者供應(yīng)商的形象是最復(fù)雜的因素之一，起碼從兩方面影響忠誠度。首先，消費(fèi)者通過他們的選擇呈現(xiàn)自己的形象。這在意識(shí)層和潛意識(shí)層都會(huì)產(chǎn)生。根據(jù)貝克爾的擴(kuò)張自我理論，人們通過自己擁有，控制或床在的財(cái)富來定義自己。（Belk 1988）艾克已經(jīng)解釋了消費(fèi)者如何選擇品牌與構(gòu)成他們（可塑）自我的人格特質(zhì)

63、相一致。（Aaker 1999）Kim，Han和Park已經(jīng)研究了品牌特質(zhì)和忠誠度的關(guān)系。他們已獲得積極的支持來假說品牌特質(zhì)的吸引力對(duì)品牌忠誠度有間接影響。（Kim 等人 2001）Tidwell和Horgan（1993）啟示人們通過使用產(chǎn)品來提高自我形象。</p><p>　　其次，根據(jù)社會(huì)認(rèn)同理論，人們往往會(huì)把自己分成不同的社會(huì)類別。這導(dǎo)致了在不同的團(tuán)體間價(jià)值觀和偏好與消費(fèi)者的自身價(jià)值和偏好之間的比較。他們更

64、喜歡有著類似的偏好和價(jià)值觀的合作伙伴（Ashforth等人 2001）。Fournier （1998）指出，消費(fèi)者的顧客品牌關(guān)系不僅僅是目標(biāo)理解的一致性問題。品牌融入不僅要能對(duì)消費(fèi)者的生活有所幫助，更要能給他們帶來生活的意義。Oliver（1999）認(rèn)為，全面獲得忠誠度的消費(fèi)品必須是消費(fèi)者的自我認(rèn)同和他或她的社會(huì)身份的一部分。</p><p>　　誠信的合作伙伴是在建立忠誠度上有一定影響力的因素——沒有人希望和一

65、個(gè)不能被信任的合作伙伴有長期關(guān)系。誠信是衡量一個(gè)合作伙伴的價(jià)值尺度（Doney等人 1997）。Spekman（1988）指出信任是戰(zhàn)略協(xié)作伙伴關(guān)系的基石。Morgan和Hunt（1994）假定信任是關(guān)系承諾的一個(gè)重要決定因素：品牌信任導(dǎo)致品牌忠誠，因?yàn)樾湃蝿?chuàng)造高價(jià)值的交流。Chauduri和Holbrook（2001）已表明，品牌信任，直接關(guān)系到購買和態(tài)度忠誠。許多作者都強(qiáng)調(diào)信任在不確定條件下的重要性（Moorman等人 1992；D

66、oney等人 1997；Dwyer等人 1987；Morgan等人 1994）。不確定性可能優(yōu)于依賴或廣泛的選擇而產(chǎn)生：人們往往喜歡流行或熟悉的品牌或合作伙伴。</p><p>　　許多解釋把忠誠度描述為保持有價(jià)值或重要關(guān)系的一個(gè)愿望。（Morgan等人 1994；Moorman等人 1992）。忠誠的建立是由相關(guān)的聯(lián)系或選擇的重要性來預(yù)定的。Weiss（2001）指出三個(gè)方面可能會(huì)增加關(guān)系的重要性：</p

67、><p><b>　　?戰(zhàn)略意義的產(chǎn)品。</b></p><p>　　?高風(fēng)險(xiǎn)的交易或參與。</p><p>　　?由合同被取消產(chǎn)生的費(fèi)用。</p><p>　　Hofmeyr和Rice指出，更重要的關(guān)系是對(duì)于一個(gè)人，很有意愿去容忍在嘗試搞好關(guān)系的努力中容許不滿的那個(gè)人。相比之下，當(dāng)一段關(guān)系并不重要，即使是非常滿意的消費(fèi)者可

68、能打消念頭。（Hofmeyr等人 2000）</p><p>　　關(guān)系可以由個(gè)人的努力交涉變得重要。不同作者已經(jīng)比較了婚姻忠誠度（Levitt 1983；Dwyer等人 1987；Gummeson 1998；Hofmeyr等人 2000）。婚姻是最私人的和最重要的關(guān)系之一。這意味著親密關(guān)系是重要關(guān)系的一個(gè)決定因素。Levitt（1983）曾考慮推銷員在建立關(guān)系時(shí)更多地利用個(gè)人角色。</p><

69、p>　　總結(jié)以上討論，下圖2展示了影響顧客忠誠度的主要因素。</p><p>　　圖2 影響顧客忠誠的因素</p><p><b>　　出處：</b></p><p>　　Andres Kuusik.影響顧客忠誠[D].塔爾圖：塔爾圖大學(xué)出版社,2007,pp.3-11.</p><p><b>　　三、