外文翻譯---運(yùn)動(dòng)裝中品牌忠誠(chéng)的影響

1、<p>　　畢業(yè)論文（設(shè)計(jì)）外文翻譯</p><p>　　Influence of Brand Loyalty on Consumer Sportswear</p><p><b>　　原文：</b></p><p>　　There are many operational definitions of brand loyalty.

2、In general, brand loyalty can be defined as the strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity . However,

3、 Bloemer and Kasper defined true brand loyalty as having six necessary conditions which are: 1) the biased; 2) behavioural response3) expressed over time; 4) by some decision-making unit; 5) with respect to one or more a

4、lte</p><p>　　True brand loyalty exists when customers have a high relative attitude toward the brand exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers a

5、re willing to pay higher prices, may cost less to serve and can bring in new customers to the firm .</p><p>　　Amine in her literature distinguishes two main approaches to define the loyalty construct: the be

6、havioural one suggests that the repeat purchasing of a brand over time by a consumer expresses their loyalty, and; the attitudinal perspective which assumes that consistent buying of a brand is a necessary but not suffic

7、ient condition of ‘true’ brand loyalty and it must be complemented with a positive attitude towards this brand to ensure that this behaviour will be pursued further.</p><p>　　Thus, brand loyalty is a functio

8、n of both behaviour and attitudes. It is a consumer’s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, image, or level of

9、quality at the right price. This perception becomes the foundation for new buying habits. Consumers will initially make a trial product of the brand and, when satisfied with the purchase, tend to form habits and continue

10、 to purchase the same brand </p><p>　　Lau et al. in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain sportswear brands. The factors were: brand na

11、me, product quality, price, style, store environment, promotion and service quality.</p><p>　　Brand Name</p><p>　　Famous brand names can disseminate product benefits and lead to higher recall of

12、 advertised benefits than non-famous brand names . There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand nam

13、es and their images attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce price related switching behaviours . Furthermore, brand personality provides links to</p><p>

14、;　　According to Kohli and Thakor, brand name is the creation of an image or the development of a brand identity and is an expensive and time consuming process. The development of a brand name is an essential part of the

15、process since the name is the basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the product and influence repeat purchasing behaviour. Consumers tend to perceive the products

16、 from an overall perspective, associating with the brand name a</p><p>　　Product Quality</p><p>　　Product Quality encompasses the features and characteristics of a product or service that bears

17、on its ability to satisfy stated or implied needs. In other words, product quality is defined as “fitness for use” or ‘conformance to requirement” .Consumers may repeat the purchase of single brands or switch around seve

18、ral brands due to the tangible quality of the product sold. According to Frings, the components of product quality of fashion merchandise include size measurement, cutting or fitting, </p><p>　　Material is i

19、mportant in product quality because it affects the hand feel, texture and other performance aspects of the product. Further, consumers relate personally to colour, and could select or reject a fashion because of colour.

20、If the colour does not appeal to them or flatter their own colour, they will reject the fashion. Functional attributes in sportswear include quick-dry, breathable, waterproof, odour-resistant, lightweight, and antimicrob

21、ial and finally, durability which is the use li</p><p>　　Perfectionist or quality consciousness is defined as an awareness of and desire for high quality products, and the need to make the best or perfect ch

22、oice versus buying the first product or brand available. This indicates that quality characteristics are also related to performance. </p><p><b>　　Price</b></p><p>　　According to Cad

23、ogan and Foster, price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favoured brand, so, their purchase intention is

24、 not easily affected by price. In addition, customers have a strong belief in the price and value of their favourite brands so much so that they would compare and evaluate prices with alternative brands . Consumers’ sati

25、sfaction can also be built by comparing pric</p><p>　　Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they prefer to pay a higher pric

26、e to avoid the risk of any change. Basically, long-term relationships of service loyalty make loyal customers more price tolerant, since loyalty discourages customers from making price comparison with other products by s

27、hopping around. Price has increasingly become a focal point in consumers’ judgments of offer value as well as their overall ass</p><p>　　According to Bucklin et al. price significantly influences consumer ch

28、oice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is described as the quantity of payment or compensation for something. It ind

29、icates price as an exchange ratio between goods that pay for each other. Price also communicates to the market the company’s intended value positioning of its product or brand. Price consciousness is defined as</p>

30、<p><b>　　Style</b></p><p>　　Style is visual appearance, which includes line, silhouette and details affecting consumer perception towards a brand . According to Abraham and Littrell, a com

31、posite list of apparel attributes has been generated and one of the conceptual categories is style. Consumers’ judgment depends on the consumers’ level of fashion consciousness, so judgment will be conditioned by their o

32、pinion of what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion c</p><p>　　A research conducted by Duff investigated the niche market in women’s sports

33、wear, and the results showed that sportswear shoppers were becoming more fashion conscious and were demanding products with more style; furthermore, consumers have a tendency to wear different attires for different occas

34、ions. According to Sproles and Kendall, fashion consciousness is generally defined as an awareness of new styles, changing fashions, and attractive styling, as well as the desire to buy something excitin</p><p

35、>　　Store Environment</p><p>　　Omar emphasised that the store environment was the single most important factor in retail marketing success and store longevity. Positive attributes of the store, which incl

36、ude store location, store layout, and in-store stimuli, affect brand loyalty to some extent. Store location and number of outlets are crucial in altering consumer shopping and purchasing patterns. If consumers find the s

37、tore to be highly accessible during their shopping trip and are satisfied with the store’s assortment and </p><p>　　The stimuli in the store, such as the characteristic of other shoppers and salespeople, sto

38、re layout, noises, smells, temperature, shelf space and displays, sign, colours, and merchandise, affect consumers and serve as elements of apparel attributes , which may in turn, affect consumer decision making and sati

39、sfaction with the brand. On the other hand, background music played in the stores affects attitudes and behaviour . The slow-beat musical selection leads to higher sales volume as consumers</p><p>　　There ar

40、e many advantages to retailers having loyal customers. As stated by Huddleston et al., customer loyalty could yield a favourable operating cost advantage for retailers. Furthermore, they stressed that obtaining new custo

41、mers cost five to six times as much as retaining current customers. Loyal customers can increase their purchase spending, they are low cost for retailers as compared to obtaining new customers; they accept price premiums

42、 and they have customer longevity. Research conduct</p><p><b>　　Promotion</b></p><p>　　Promotion is a marketing mix component which is a kind of communication with consumers. Promot

43、ion includes the use of advertising, sales promotions, personal selling and publicity. Advertising is a non-personal presentation of information in mass media about a product, brand, company or store. It greatly affects

44、consumers’ images, beliefs and attitudes towards products and brands, and in turn, influences their purchase behaviours. This shows that promotion, especially through advertising, can he</p><p>　　According t

45、o Rowley , promotion is an important element of a firm’s marketing strategy. Promotion is used to communicate with customers with respect to product offerings, and it is also a way to encourage purchase or sales of a pro

46、duct or service. Sales promotion tools are used by most organisations in support of advertising and public relations activities, and they are targeted toward consumers as final users. She also states that promotion has a

47、 key role in determining profitability and market</p><p>　　Service Quality</p><p>　　A common definition of service quality is that the service should correspond to the customers’ expectations an

48、d satisfy their needs and requirements . Service quality is a kind of personal selling, and involves direct interactions between salespeople and potential buyers. Consumers like to shop at specific stores because they li

49、ke the services provided and are assured of certain service privileges.</p><p>　　The impact of salespeople-consumer relationships will generally result in longterm orientation of consumers towards the store

50、or brand. Trust in salespeople appears to relate to overall perceptions of the store’s service quality, and results in the consumer being totally satisfied with the stores in the end. Additionally, personalisation signif

51、icantly influence consumers’ experience and evaluation of service, and in turn, affects the brand loyalty of consumers.</p><p>　　Gronroos noted that the quality of a service as perceived by customers had thr

52、ee dimensions: functional dimension, technical dimension, and image. Furthermore, Richard and Allaway argued that utilising only functional quality attributes to explain and/or predict consumers’ behaviour might be a mi

53、sspecification of service quality and had low predictive validity.</p><p>　　出處：WONG FOONG YEE and YAHYAH SIDEK.Int. Journal of Economics and Management.2008.2(2),pp.221-236 </p><p>　　標(biāo)題：運(yùn)動(dòng)裝中品牌忠誠(chéng)

54、的影響</p><p>　　譯文： 品牌忠誠(chéng)度有許多定義?？偟膩?lái)說(shuō)，品牌忠誠(chéng)度被定義為在其他類(lèi)似可選的品牌中對(duì)一個(gè)品牌有著強(qiáng)烈的情感偏好。通常，通過(guò)消費(fèi)者的重復(fù)購(gòu)買(mǎi)行為和價(jià)格敏感度來(lái)測(cè)量。然而，Bloemer和Kasper把真正的忠誠(chéng)定義為必須有六項(xiàng)條件：偏愛(ài)，行為反應(yīng)，隨著時(shí)間推移的反應(yīng)，一些決策單元，在一系列類(lèi)似品牌中對(duì)一個(gè)或多個(gè)品牌的反應(yīng)，心里功能。</p><p>　　真正的忠誠(chéng)是

55、消費(fèi)者通過(guò)購(gòu)買(mǎi)行為來(lái)表現(xiàn)出的對(duì)在列的品牌的相對(duì)的態(tài)度。這種忠誠(chéng)對(duì)公司來(lái)說(shuō)是一筆巨大的財(cái)富，因?yàn)樗麄兛梢詾楫a(chǎn)品付出更高的價(jià)格，只要話(huà)費(fèi)少量的錢(qián)就可以服務(wù)，另外還可以給公司帶來(lái)新的客戶(hù)。</p><p>　　安妮在他的著作中指出利用兩種方法來(lái)定義忠誠(chéng)的構(gòu)架。行為派認(rèn)為隨著時(shí)間的推移，消費(fèi)者不斷的對(duì)該品牌進(jìn)行重復(fù)性購(gòu)買(mǎi)；態(tài)度派認(rèn)為，重復(fù)性購(gòu)買(mǎi)只是忠誠(chéng)的一個(gè)必要不充分條件，應(yīng)該需要態(tài)度上的進(jìn)展來(lái)促進(jìn)購(gòu)買(mǎi)行為的延續(xù)。<

56、;/p><p>　　所以，品牌忠誠(chéng)是同時(shí)包括行為和態(tài)度的。它是消費(fèi)者在同一個(gè)范疇的產(chǎn)品中表達(dá)的對(duì)某一個(gè)品牌的特殊愛(ài)好。因?yàn)樵诋?dāng)前的價(jià)格中，這種品牌能夠讓消費(fèi)者感知到合理的產(chǎn)品特性，形象和產(chǎn)品質(zhì)量。這種感知成為了新的購(gòu)買(mǎi)行為的基礎(chǔ)，起初，消費(fèi)者只是試探性的購(gòu)買(mǎi)，當(dāng)他對(duì)購(gòu)買(mǎi)行為滿(mǎn)意后，就趨向形成習(xí)慣并重復(fù)性購(gòu)買(mǎi)相同的品牌，因?yàn)檫@類(lèi)產(chǎn)品對(duì)他們來(lái)說(shuō)是安全和熟悉的。</p><p>　　劉在他的文章中提

57、到，通過(guò)對(duì)特定的運(yùn)動(dòng)服裝品牌的研究，發(fā)現(xiàn)影響消費(fèi)者品牌忠誠(chéng)度的因素主要有七個(gè)，分別是：品牌名稱(chēng)，產(chǎn)品質(zhì)量，價(jià)格，風(fēng)格，商店環(huán)境，促銷(xiāo)和服務(wù)質(zhì)量。</p><p><b>　　品牌名稱(chēng)</b></p><p>　　著名的品牌能傳導(dǎo)品牌利益，比不太出名的名字來(lái)說(shuō)，能夠得到更多的廣告好處。在市場(chǎng)中有許多不夠知名的品牌和替代品。消費(fèi)者更喜歡信任更著名的品牌。這些有名的品牌的名

58、字和圖像吸引消費(fèi)者采購(gòu)，形成重復(fù)性購(gòu)買(mǎi)，降低轉(zhuǎn)換的風(fēng)險(xiǎn)。另外，品牌個(gè)性也給企業(yè)與其他企業(yè)之間提供了差異。在形象上有獨(dú)特的外在表現(xiàn)以及被消費(fèi)在特定的社交場(chǎng)合對(duì)品牌來(lái)說(shuō)是極其重要的。另外，時(shí)尚雜志和出版社應(yīng)該對(duì)設(shè)計(jì)師的設(shè)計(jì)靈感進(jìn)行詳細(xì)的說(shuō)明，以使消費(fèi)者對(duì)品牌形象有更深入的了解。消費(fèi)者往往能夠評(píng)價(jià)國(guó)際經(jīng)濟(jì)與管理中出現(xiàn)的產(chǎn)品的特性。值得指出的是，這些信息對(duì)那些關(guān)心產(chǎn)品對(duì)位，復(fù)位和不一樣的優(yōu)勢(shì)的銷(xiāo)售經(jīng)理來(lái)說(shuō)是相當(dāng)重要的。據(jù)賽克所說(shuō)，品牌名稱(chēng)是對(duì)產(chǎn)

59、品形象和定位的說(shuō)明，這個(gè)過(guò)程是昂貴和費(fèi)時(shí)的。品牌名稱(chēng)的發(fā)展是這個(gè)過(guò)程中重要的一部分，因?yàn)槊质瞧放菩蜗蟮幕A(chǔ)。品牌名字對(duì)公司來(lái)說(shuō)是重要的，因?yàn)樗梢晕M(fèi)者來(lái)購(gòu)買(mǎi)產(chǎn)品以及影響重復(fù)購(gòu)買(mǎi)行為。</p><p>　　消費(fèi)者喜歡從整體透視來(lái)感知產(chǎn)品，通過(guò)名字，他們希望得知購(gòu)買(mǎi)和試用產(chǎn)品后，他們能夠得到的滿(mǎn)意程度。</p><p><b>　　品牌質(zhì)量</b></p&g

60、t;<p>　　品牌質(zhì)量包括一個(gè)產(chǎn)品或服務(wù)的特性，意味著她能夠滿(mǎn)足需要，換句話(huà)說(shuō)，產(chǎn)品質(zhì)量被定義為“品質(zhì)是適用的”或“一致性需求”。</p><p>　　消費(fèi)者也許是通過(guò)購(gòu)買(mǎi)的產(chǎn)品的外在質(zhì)量來(lái)做出繼續(xù)購(gòu)買(mǎi)某個(gè)單一品牌或者換一個(gè)品牌的決定。據(jù)弗林斯所說(shuō)，時(shí)尚產(chǎn)品的質(zhì)量包括大小，殘缺，材料，色彩，功能和外形。在某些服裝的選擇上，適合也是很重要的。</p><p>　　在產(chǎn)品質(zhì)量中

61、材料是相當(dāng)重要的，因?yàn)樗鼈冇绊懙疆a(chǎn)品的手感，質(zhì)地，和其他的性能。另外，消費(fèi)者對(duì)顏色的選擇也是不一樣的，它能夠使消費(fèi)者做出購(gòu)買(mǎi)與否的選擇。如果，顏色不是他平常喜歡的顏色，那么就可能拒絕購(gòu)買(mǎi)這類(lèi)產(chǎn)品。</p><p>　　運(yùn)動(dòng)裝的功能屬性包括：速干，透氣，防水，輕量，抗微生物等，還包括最重要的使用壽命。例如，一些消費(fèi)者穿他們的運(yùn)動(dòng)裝為繁重的工作，一些為休閑與運(yùn)動(dòng)，由于他們需要大量的運(yùn)動(dòng)，那么耐久性成了一個(gè)衡量的重要依

62、據(jù)。</p><p>　　完美主義者或者是質(zhì)量意識(shí)者把質(zhì)量看的很重，他們渴望高質(zhì)量，這種對(duì)質(zhì)量的需求與一見(jiàn)到產(chǎn)品和品牌就買(mǎi)是相對(duì)的。這表明高質(zhì)量的特性和功能也是聯(lián)系的。</p><p><b>　　價(jià)格</b></p><p>　　據(jù)說(shuō)，對(duì)大多數(shù)消費(fèi)者來(lái)說(shuō)，價(jià)格是考慮最多的因素。有高忠誠(chéng)度的顧客愿意為他們喜歡的品牌付出更高的價(jià)格。所以，他們的購(gòu)

63、買(mǎi)行為是很難被價(jià)格的短期變動(dòng)所影響。另外，消費(fèi)者對(duì)他們喜歡的品牌的價(jià)格和價(jià)值深信不疑，他們會(huì)和其他的可選擇的品牌進(jìn)行比較。消費(fèi)者滿(mǎn)意也能夠通過(guò)對(duì)感知成本和價(jià)值與價(jià)格的比較來(lái)建立。如果感知價(jià)值比成本高，那么很顯然，消費(fèi)者將做出購(gòu)買(mǎi)行為。</p><p>　　忠誠(chéng)的顧客即使在價(jià)格上升的時(shí)候也愿意支付這個(gè)價(jià)格，因?yàn)楦兄獌r(jià)格非常高，他們更愿意來(lái)支付高的價(jià)格來(lái)避免任何轉(zhuǎn)變的風(fēng)險(xiǎn)?；旧?，長(zhǎng)時(shí)間的服務(wù)關(guān)系，使得顧客對(duì)價(jià)格更加

64、寬容，因?yàn)橹艺\(chéng)不鼓勵(lì)顧客在附近的商店逛逛對(duì)相同商品價(jià)格進(jìn)行比較。漸漸的，價(jià)格也已經(jīng)成為了消費(fèi)者判斷的一個(gè)前提，以及對(duì)零售商進(jìn)行判斷。</p><p><b>　　風(fēng)格</b></p><p>　　風(fēng)格是可見(jiàn)的外觀，包括線(xiàn)，輪廓和細(xì)節(jié)，影響著消費(fèi)者對(duì)品牌的感知。據(jù)說(shuō)，服飾屬性的一個(gè)合成列表已經(jīng)產(chǎn)生，而風(fēng)格就是其中之一。</p><p>　　消費(fèi)者

65、的判斷取決于消費(fèi)者對(duì)時(shí)尚的感知程度。所以，時(shí)下什么是最時(shí)髦的將影響到他們的選擇判斷。提供最新時(shí)尚的品牌將得到那些追求時(shí)尚的消費(fèi)者的忠誠(chéng)。時(shí)尚引領(lǐng)者或者跟隨者通常購(gòu)買(mǎi)甚至是持續(xù)性購(gòu)買(mǎi)那些時(shí)尚的品牌。他們通過(guò)對(duì)這些最時(shí)尚的品牌的穿著來(lái)獲得極大的滿(mǎn)意感。</p><p>　　通過(guò)對(duì)女士服裝市場(chǎng)的研究，發(fā)現(xiàn)了這樣的狀況：服裝購(gòu)物者變得越來(lái)越追求時(shí)尚，對(duì)服裝款式的要求也變多，并且，消費(fèi)者已經(jīng)有了在不同的場(chǎng)合穿著不同的服裝的

66、傾向。</p><p>　　根據(jù)普羅爾斯所說(shuō)，時(shí)尚意識(shí)者通常被定義為對(duì)新風(fēng)格敏感，喜歡改變風(fēng)格，喜歡有吸引力的風(fēng)格，以及購(gòu)買(mǎi)一些令人興奮和感到時(shí)髦的東西。</p><p><b>　　商店環(huán)境</b></p><p>　　奧馬爾重點(diǎn)指出，對(duì)零售商來(lái)說(shuō)，商店的環(huán)境好壞是成功與否，壽命的長(zhǎng)短有重要的作用。商店的積極屬性包括：商店位置，商店布局等。商

67、店位置對(duì)消費(fèi)者的購(gòu)買(mǎi)行為起著關(guān)鍵的作用。如果消費(fèi)者在購(gòu)物的過(guò)程中發(fā)現(xiàn)商店的舒適性挺強(qiáng)，并且對(duì)商店中物品的種類(lèi)和服務(wù)滿(mǎn)意，那么這些消費(fèi)者時(shí)候就可能變的忠誠(chéng)。另外，商店中的氛圍也是能夠影響消費(fèi)者作出決定的一個(gè)因素。</p><p>　　商店中的刺激物，比如其他購(gòu)物者的特征，銷(xiāo)售人員，商店布局，噪音，氣味，溫度，貨架空間，跡象，顏色等都將影響到消費(fèi)者。另外，在商店中播放的背景音樂(lè)也將影響到消費(fèi)者的態(tài)度和行為。輕輕擊打的

68、音樂(lè)環(huán)境中，能夠帶來(lái)大量的銷(xiāo)售，因?yàn)橄M(fèi)者會(huì)在這樣的環(huán)境中話(huà)費(fèi)大量的時(shí)間和金錢(qián)。</p><p>　　對(duì)零售商來(lái)說(shuō)，擁有忠誠(chéng)的顧客是有很多的好處的。因?yàn)?，忠誠(chéng)可以為零售商提供一個(gè)有優(yōu)勢(shì)的經(jīng)營(yíng)成本。另外，開(kāi)發(fā)一個(gè)新的客戶(hù)要比維護(hù)好一個(gè)老客戶(hù)要花費(fèi)五到六倍的成本。忠誠(chéng)的客戶(hù)能提高他們的購(gòu)買(mǎi)指出，對(duì)零售商來(lái)說(shuō)，維護(hù)好他們比開(kāi)發(fā)新的客戶(hù)要花費(fèi)的少，他們接受價(jià)格的升高，以及有很大的耐心。調(diào)查顯示，品牌方便的渠道能夠?qū)ι唐返?/p>

69、購(gòu)買(mǎi)產(chǎn)生明顯的影響。這意味著在購(gòu)買(mǎi)不是很重要的商品時(shí)，他們會(huì)選擇在同樣的商店。消費(fèi)者不會(huì)去另一個(gè)商店來(lái)購(gòu)買(mǎi)這個(gè)品牌。相反，他們會(huì)選擇留下選擇另外的品牌。</p><p><b>　　促銷(xiāo)</b></p><p>　　促銷(xiāo)是市場(chǎng)營(yíng)銷(xiāo)組合中的一部分，它是和消費(fèi)者溝通的一種方式。促銷(xiāo)包括廣告，個(gè)人銷(xiāo)售，公共關(guān)系。廣告是一種關(guān)于產(chǎn)品，品牌，公司或者商店的一種利用媒體的非人員信

70、息。它對(duì)消費(fèi)者關(guān)于產(chǎn)品或者品牌的形象，信仰和態(tài)度有著巨大的影響，反過(guò)來(lái)，影響著消費(fèi)者的購(gòu)買(mǎi)行為。這表明促銷(xiāo)，特別是通過(guò)廣告形式的，可以幫助消費(fèi)者建立對(duì)不同品牌的形象，以及幫助區(qū)分不同產(chǎn)品之間的差異。</p><p>　　據(jù)羅利所言，促銷(xiāo)是一個(gè)公司市場(chǎng)營(yíng)銷(xiāo)策略中的一項(xiàng)重要的元素。、促銷(xiāo)是用來(lái)幫助供應(yīng)商和消費(fèi)者之間的交流，同樣，它也是一種鼓勵(lì)買(mǎi)賣(mài)產(chǎn)品和服務(wù)的途徑。促銷(xiāo)工具通常在公共關(guān)系活動(dòng)和廣告中被廣泛的應(yīng)用。它的目

71、的直接指向了消費(fèi)者，她指出促銷(xiāo)在市場(chǎng)成功和增加獲利能力中扮演著重要的角色，也是市場(chǎng)營(yíng)銷(xiāo)組合中一個(gè)關(guān)鍵的因素。市場(chǎng)營(yíng)銷(xiāo)組合包括：廣告，直接銷(xiāo)售，促銷(xiāo)，公關(guān)，和人員銷(xiāo)售等。</p><p><b>　　服務(wù)質(zhì)量</b></p><p>　　服務(wù)質(zhì)量通常被定義為：服務(wù)符合消費(fèi)者預(yù)期，滿(mǎn)足了他們的需求。服務(wù)質(zhì)量是個(gè)人銷(xiāo)售的一種，涉及到購(gòu)買(mǎi)者和銷(xiāo)售者的直接接觸。消費(fèi)者喜歡在特定

72、的商店消費(fèi)是因?yàn)樗麄兿矚g那里的服務(wù)以及享受到某些特權(quán)。</p><p>　　銷(xiāo)售者和客戶(hù)之間的關(guān)系問(wèn)題通常會(huì)影響到顧客對(duì)一個(gè)品牌或商店的長(zhǎng)期方向。信任銷(xiāo)售人員，往往會(huì)使商店提供好的服務(wù)質(zhì)量，最終，會(huì)使消費(fèi)者對(duì)商店提供的服務(wù)完全滿(mǎn)意。另外，分為個(gè)人影響著消費(fèi)者的經(jīng)驗(yàn)和對(duì)服務(wù)的評(píng)價(jià)，最終，影響到消費(fèi)者的品牌忠誠(chéng)。</p><p>　　格羅魯寫(xiě)道，被客戶(hù)感知的服務(wù)質(zhì)量有三個(gè)方面：泛函維數(shù)，技術(shù)維