外文翻譯--亞馬遜的顧客忠誠度--如何建立一個(gè)長期持久的關(guān)系

1、<p><b>　　中文4970字</b></p><p>　　Customer Loyalty of Amazon</p><p>　　--how to build a long lasting relationship?</p><p>　　Z Aihie Lin, S Yan</p><p><b&

2、gt;　　Abstract</b></p><p>　　Aim: The purpose of the study is to do the research that under the e-commerce business model, the impact factors of customer loyalty in an online shopping environment, ho

3、w to improve the customer loyalty and how to build a long lasting customer relationship.</p><p>　　Design/Methodology/approach: Through to the questionnaire survey research, design and collect sample data, co

4、mbine with the Amazon Company’s current operating mode and the theoretical, and also got the second data. In order to make the data become more and more reliable. </p><p>　　Findings: The studying on improvi

5、ng customer loyalty under the B2C e-commerce model is significant for theory and practice. On the background of Amazon company， which is the biggest e-commerce company in America, according to the relevant. literature a

6、nd field surveys，the paper brings forward the importance of customer loyalty at the e-commerce business. It could come to the conclusion is how to improve the customer loyalty and then how to build the long lasting c

7、ustomer relationship.</p><p>　　Contribution: The paper according to the characters of the online shopping and combine with the literature about the e-commerce and customer loyalty research, Put forward a cer

8、tain hypothesis, through questionnaire survey on customers, and statistical analysis of the relationship between customer loyalty and its influence factors make an empirically evaluation. The paper gives contribution to

9、the e-commerce business, how to build the long lasting customer relationship.</p><p>　　Key words: Customer loyalty; Customer relationship; Satisfaction; Services;</p><p>　　Paper type: Resear

10、ch paper</p><p>　　1. Introduction</p><p>　　The paper is consisting of 5 parts. This chapter introduced the background of Amazon and elaborated the importance of the customer relationship and c

11、ustomer loyalty. And then clearly sated the motivation of the paper. </p><p>　　1.1Background Knowledge </p><p>　　1.1.1 About Amazon </p><p>　　Amazon.com, Inc. (NASDAQ: AMZN), a Fo

12、rtune 500 company based in Seattle, which is the one of the earliest began to the e-commerce company. It was opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. It also included thre

13、e subsidiaries, they are Alexa Internet、a9.com and Internet MovieDatabase，IMDB. Amazon.com and other sellers offer millions of unique new, refurbished and used items (Amazon, 2011).</p><p>　　Amazon booksto

14、re (amazon.com) is one of the biggest bookstores in the world. It provides 310 million books directory, more than the global any bookstore of storing books to 15 times more above. To run the special business needs neith

15、er large buildings nor great numbers of staff. Even though there are only 1600 employees in Amazon bookstore. The sales reach 37.5 million dollars per capita, which are 3 times those of Bames & Noble, the largest boo

16、kstore in the world, which has 27.000 employees (H</p><p>　　The commercial activities of Amazon bookstore focus on marketing and the after service. That is, they aim at attracting customers, while building

17、 good image for the company. To become a customer-oriented company is the mission of Amazon.com (He & Zhang, 2003). The biggest online bookstore—Amazon began to profit in 2002. This is a piece of good news to global

18、electronic commerce development. However, in the following years, electronic commerce suffered from loss. A survey conducted by the Temki</p><p>　　1.1.2 Customer relationship</p><p>　　CRM is a c

19、ombination of hardware, software, process, applications and management commitment to improve customer service, retain customer and provide analytical capabilities (Romano & Fjermestad, 2002). The dynamic process of

20、managing a customer-company relationship such that customer elect to continue mutually beneficial commercial exchanges and are dissuaded from participating in exchanges that are unprofitable to the company (Wiley, 2002)&

21、lt;/p><p>　　CRM is not only the implementation of a technology solution about information on their customers, but also CRM could deliver strategic market relationships. It could know all the things about their

22、customers all the time. It could do a perfect data collection work and understand well what customers’ needs (Donaldson & O’Toole, 2007)</p><p>　　Building sound relationships with customers is the one

23、of the keys to make business successful. Humans build relationships all their lives, be it with their friends, family, employers, colleagues or peers. As humans, we like to stick to what we know, and this behavior reflec

24、ts in the choices people make regarding which business organizations to deal with. Building customer relationships is as important to business as the price and quality of what are selling.</p><p>　　The enter

25、prise goes through efforts to consolidate and further development with the customers to establish a long-term and stable relationship. In fact, the customer is willing to take this kind of feeling to tell their friends

26、 .The effects of this "propaganda" is absolutely much more effective than the enterprise cost a huge commercial shooting . Speaking of the enterprise, the customer retention can bring lower cost than attract

27、 a new customer. According to statistics, attract a new custo</p><p>　　1.1.3 Customer loyalty</p><p>　　Customer loyalty is usually viewed as the power force of the relationship between the attit

28、ude of individual's relative and repeat patronage. Customer loyalty is one of the most over used phrases in business today (Shaw, 2000). In the business environment the concept of customer loyalty is important becaus

29、e it is considered to be a profitable link. Loyalty is an economic necessity and a competitive necessity (Reichheld, 2001). Customer loyalty means to attract the target customers, in order to </p><p>　　Alon

30、g with market competition aggravating, the customer loyalty has become the determinant element that influences the enterprise’s long-term profits. As a sign of the market share, customer loyalty is more meaningful than

31、that to customer measured market share. As a result, enterprise’s managers prefer to pay much more attention to improving customer loyalty aspects, so that to make the enterprise gain critical competitive advantage in

32、 the fierce competition.</p><p>　　Economists do some researches on the TOP500 enterprises and find that, the loyal customers are not only doing repurchase enterprise products and services to save expen

33、ses of advertising and publicity, but also recommend the products or services to their relatives and friends. In another words, this kind of behavior becomes the personnel sources of the firms. It is the main profits o

34、f the company (Li, 2004). Customer loyalty is the important factor when the enterprise marketing working wi</p><p>　　1.2 Main Research Questions</p><p>　　1) Why do customers choose Amazon? What

35、the element would be concerned with when customers are shopping online?</p><p>　　2) How to improve customer loyalty and finally build long lasting customer relationships under the e-commerce business sca

36、le?</p><p>　　2. Literature and theoretical framework</p><p>　　2.1 Relationship marketing</p><p>　　From Wilson, Zeithaml, Bitner & Gremler’s （2008）view, the marketing is not like

37、 the traditional marketing anymore. It has turned into relationship marketing now which means customers also involve the whole business process. Who should take their customers into consideration and know what customer

38、s really needs (Wilson et al., 2008). “There has been a shift from a transaction to a relationship focus in marketing. Customers become partners and the firm must make long-term commitments to maintai</p><p&g

39、t;　　2.2 Customer satisfaction and customer loyalty</p><p>　　Customer satisfaction directly means that the customers’ overall evaluation of their experiences and the expectations with a product or service pro

40、vider (Johnson & Selnes, 2004). Oliva, Oliver & MacMillan (1992), primarily proposed the theory of “expectation inconformity”, that is, when the goods' practical situation is beyond their expectation the cust

41、omers will feel satisfied. However, contemporarily come up with that the products and service quality will also directly affect the customers' sa</p><p>　　Customer satisfaction is refers to the value of

42、the subjective experience of good’s value has a very good relationship (Sallberg, 2004). Which is “the customers’ comparing applause of an e-commerce enterprise, which causes the customers’ re-purchase”? (Brassington &a

43、mp; Pettitt, 2003) At the same time, researches indicated that the customers' satisfaction with online business has a positive works on their loyalty (Sallberg, 2004).</p><p>　　Customer loyalty is a self

44、-reinforcing system in which the firm delivers superior value consistently to find and keep high-quality to customers (and, where applicable, employees).</p><p>　　The marketing literature defined that custom

45、er loyalty can be divided in two distinct ways: the first can be evaluated loyalty as an attitude. Create a personal different feelings overall accessories of products, services or organization. These feelings define t

46、he individual's degree of loyalty. The second evaluation of loyalty is behavioral. Examples of loyalty behaviors include from the same supplier to continue to purchase services, increasing the dimension and or bound

47、ary of a relationshi</p><p>　　There are three measures of customer loyalty that could be devised by loyalty (Anders, 2000):</p><p>　　? Customer's primary behavior – recent effects, frequency

48、 and sum of purchase; ? Customer's secondary behavior - customer recommendations, endorsements and spreading in the word;</p><p>　　? Customer's purpose to repurchase – that is means the customer re

49、ady to repurchase products or services in the future</p><p>　　The economic benefits of high customer loyalty are essential. When they consistently deliver superior value and win customer loyalty, market shar

50、e, revenues and profitability all go up, and the cost of acquiring new customers goes down. When the firm has lots of loyal customers, it will receive lots of benefits. The economic benefits that a firm receives from cul

51、tivating close relationships with its customers, a variety of customer behavior benefits and human resource management benefits are als</p><p>　　2.3 The relationship between satisfaction and loyalty</p>

52、;<p>　　There is a significant positive relationship between customer satisfaction and customer loyalty (Colgate & Stewart, 1998; Hocutt, 1998; Patterson & Spreng, 1997) Firstly satisfaction would be creat

53、ed when the performances of products or services were achieved customers’ expectation. And then the customer loyalty comes out. Therefore it can be told that when satisfaction reaches a certain level, loyalty will incr

54、ease dramatically. At the meanwhile, when satisfaction declines to a certain level</p><p>　　3. Case analysis</p><p>　　The paper focused on customer loyalty, in this part, the paper is going to c

55、onnect the theory and empirical study together to analyze it. The main point is to analyze it in the round. </p><p>　　3.1 Empirical finding analysis</p><p>　　After doing the questionnaire, it ha

56、ve been found out that in order to hold more loyal customers, it needs to focus on several factors. They are safe payment system, lower price, good quality of service and product and so on. Customers who shop online are

57、all concerning about these factors. Knowing these factors, it could know what to do next to improve customer loyalty and hold a long lasting relationship with the customers. After that, it could know clearly what the cus

58、tomers really need. Sinc</p><p>　　3.2 How does the subject fit in with the theory and practices?</p><p>　　There is a worldwide trend that all kinds of firms are now studying and implementing how

59、 to improve customer loyalty. They aim at cultivating strong relationships with their best customers (Duffy, 1998). Since everyone realize the importance of the customer loyalty. What the paper has mentioned at the theo

60、ry part, it refers to the relationship marketing, the evolution of customer relationships, customer satisfaction and customer loyalty, the relationship between satisfaction and loyalty and E-</p><p>　　Custo

61、mer loyalty is a popular subject in nowadays business. For example, in the traditional marketing, greater customer loyalty leads to higher customer profitability (Gilbert et al, 2003). It is also important in e-marketin

62、g. So that to find out the way to improve customer loyalty is essential to a firm. Especially like Amazon.com, a big company, it needs to keep the loyal customers to enlarge the revenue. </p><p>　　3.3 Amazo

63、ns Novel Way to Build Customer Loyalty</p><p>　　Amazon sells, amongst other things, coffee beans (Bustos, 2008). Check out the offer for free shipping and a 15% discount for customers who want to subscribe t

64、o the product: The theory part has talked about the customer satisfaction and loyalty, they have a strong relationship with each other. When customers are satisfied with the products, and then they will purchase again an

65、d recommend to others. Finally the customer loyalty comes out (Amazon, 2011). </p><p>　　Here’s what Amazon’s doing right:</p><p>　　1. Offers of free shipping and discount are strong motivators f

66、or repeat purchases.</p><p>　　2. Allows you to select the subscription schedule for 1, 2, 3 or 6 months. </p><p>　　3. Provides a customer service, no need to return to the site again, place orde

67、r and aid when quantities get low. </p><p>　　4. The offer is placed in the product description and right near the cart button.</p><p>　　It is impossible to miss it if you want to buy this produc

68、t.</p><p>　　4. Conclusions</p><p>　　Customer loyalty is a self-reinforcing system in which the firm delivers superior value consistently to find and keep high-quality to customers .the loyal cus

69、tomers are not only doing repurchase enterprise products and services to save expenses of advertising and publicity, but also recommend the products or services to their relatives and friends. Customer loyalty is one of

70、most important elements to guarantee enterprise can keep stable profits and obtain stronger market competitiveness. Espec</p><p>　　1) Why do customers choose Amazon? What the element would be concerned with

71、 when customers are shopping online?</p><p>　　Through the analysis of questionnaires, the authors made a conclusion that there are main six factors caused the customers chose Amazon, they are low price, sa

72、fety payment, good services, free shipment, convenient and fast using. The three primary elements which customers care most when they are shopping online are the quality of products, the safety of payment and the quality

73、 of services. </p><p>　　2) How to improve customer loyalty and finally build long lasting customer relationships under the e-commerce business scale?</p><p>　　According to the results of our s

74、urvey on Amazon’s customers and combined with what Amazon has been done right, it could come up with some suggestions about how to improve customer loyalty under the e-commerce business scale. Firstly, set up a comprehen

75、sive website and provide an integrated service: this is the basic strategy to build customer loyalty. To get customer loyalty, company must first make customer feel satisfied. The most basic is to make customers satisfy

76、 to the company’s products</p><p>　　References</p><p>　　Adcock, R. & Collier, D., (2001), “Measurement Validity: A Shared Standard for Qualitative and Quantitative Research, the American P

77、olitical Review”, The International Journal of Social Economics, Volume. 33, No.1, pp.529-546.</p><p>　　Asuboteng, P., Mc Cleary, K. G. & Swan J.E., (1996), “Servqual revisit: a critical review of serv

78、ice quality”, The Journal of Services Marketing, Volume.10, No.6, pp.62-81.</p><p>　　Blake, B.F., Neuendorf, K.A. & Valdiserri, C.M., (2005), “Tailoring new websites to appeal to those most likely to sho

79、p online”, The Journal of Technovation, Volume. 25 No. 10, pp.1205-15.</p><p>　　Brassington, F. & Pettitt, S., (2003), “Principles of Marketing, Prentice Hall”, Journal of Small Business and Enterprise D

80、evelopment, Volume.10, No.2, pp.137-138. Brynjolfsson, E. & Smith, M. D., (2000), “Frictionless commerce? A comparison of internet and conventional retailers”, The Journal of Management Science, Volume. 46 No. 4, pp.

81、 563-85.</p><p><b>　　亞馬遜的顧客忠誠度</b></p><p>　　- 如何建立一個(gè)長期持久的關(guān)系</p><p><b>　　摘要</b></p><p>　　目的：這項(xiàng)研究的目的是在電子商務(wù)的商業(yè)模式下，客戶忠誠度在網(wǎng)上購物環(huán)境中的影響因素，如何提高顧客的忠誠度，以及如

82、何建立一個(gè)長期持久的客戶關(guān)系</p><p>　　設(shè)計(jì)/方法/辦法：通過對(duì)問卷調(diào)查的研究，設(shè)計(jì)和收集樣本數(shù)據(jù)，結(jié)合亞馬遜公司目前的經(jīng)營模式和理論，為了使數(shù)據(jù)變得更可靠，還獲得并使用了間接地一些數(shù)據(jù)。</p><p>　　調(diào)查結(jié)果：研究在B2C電子商務(wù)模式下如何提高客戶的忠誠度在理論和實(shí)踐上是有意義的。本文依據(jù)美國最大的電子商務(wù)公司亞馬遜的相關(guān)背景，在參考文獻(xiàn)和實(shí)地調(diào)查的基礎(chǔ)上，提出了顧客忠

83、誠度在電子商務(wù)業(yè)務(wù)的重要性。得出的結(jié)論是如何提高客戶的忠誠度和如何建立長期持久的客戶關(guān)系。</p><p>　　貢獻(xiàn)：根據(jù)網(wǎng)上購物的特點(diǎn)并結(jié)合對(duì)電子商務(wù)和客戶忠誠度的研究文獻(xiàn)，提出了一種假設(shè)，通過對(duì)客戶的問卷調(diào)查，統(tǒng)計(jì)并分析客戶忠誠度和對(duì)其作出評(píng)價(jià)的影響因素之間的關(guān)系。本文對(duì)電子商務(wù)以及如何建立長期持久的客戶關(guān)系做出了貢獻(xiàn)。</p><p>　　關(guān)鍵詞：顧客忠誠度;顧客關(guān)系;滿意;服務(wù);&

84、lt;/p><p><b>　　緒論</b></p><p>　　本文由4個(gè)部分組成。本章介紹了亞馬遜的背景，闡述了客戶關(guān)系和客戶忠誠度的重要性，明確了本文的寫作動(dòng)機(jī)。</p><p><b>　　1.1背景知識(shí)</b></p><p>　　1.1.1亞馬遜簡介</p><p>

85、　　亞馬遜公司（NASDAQ：AMZN）是一家財(cái)富500強(qiáng)公司，總部設(shè)在西雅圖，這是最早開始的一個(gè)電子商務(wù)公司。它在1995年7月打開了萬維網(wǎng)，如今它向全球提供了最大的選擇。它還包括三家子公司，它們是Alexa，a9.com和Movie Database，IMDB。 亞馬遜公司和其他賣家一起提供數(shù)百萬種獨(dú)特的全新，翻新及二手商品。（亞馬遜，2011）</p><p>　　亞馬遜書店(amazon.com)是世界上

86、最大的書店。它提供了3.1億本書目錄,這超過全球任何一家書店的存儲(chǔ)書籍15倍以上。提供這些特殊業(yè)務(wù)需求的不是大型建筑和大量的員工，在亞馬遜書店只有1600名員工。人均銷售額達(dá)到3750萬美元,，這是界上最大的書店bam & Noble,的三倍，他擁有27.000個(gè)員工(Hamiton,2008)。</p><p>　　亞馬遜書店的商業(yè)活動(dòng)集中在市場營銷和售后服務(wù)。也就是說,他們的目標(biāo)是吸引顧客。構(gòu)建公司的

87、良好形象，成為一個(gè)以顧客為中心的公司是亞馬遜的使命。亞馬遜最大的在線書店于2002年開始盈利，這是一個(gè)全球電子商務(wù)發(fā)展的好消息。然而,在接下來的幾年里,電子商務(wù)遭受了損失。Temkin集團(tuán)進(jìn)行的一項(xiàng)調(diào)查顯示,亞馬遜一直在美國擁有最高的客戶忠誠度。三個(gè)因素被考慮在客戶忠誠度的圖表中,包括猶豫轉(zhuǎn)到其他公司,準(zhǔn)備從該公司購買更多的商品和準(zhǔn)備推薦給其他人。調(diào)查顯示,顧客忠誠度已降至新低,只有17%的公司獲得“很強(qiáng)”標(biāo)志的忠誠。由于其有能力吸引回

88、頭客,亞馬遜擁有排名高的顧客忠誠度68%?？蛻粼俅芜x擇亞馬遜,因?yàn)樗軌蜃屗麄兊玫秸_的結(jié)果。當(dāng)大多數(shù)網(wǎng)絡(luò)公司收到顯著降低評(píng)級(jí)的時(shí)候，亞馬遜在客戶忠誠度的表現(xiàn)上脫穎而出 (格蘭特,2011)。</p><p><b>　　顧客關(guān)系</b></p><p>　　CRM是一個(gè)相結(jié)合的硬件、軟件、流程、應(yīng)用程序和管理致力于提高客戶服務(wù),保持客戶和提供分析功能(Romano

89、& Fjermestad,2002)，管理顧客和企業(yè)關(guān)系的動(dòng)態(tài)過程。在這個(gè)過程中客戶可以選擇繼續(xù)與互利的公司交換和不與無利可的公司交換 (威利,2002)</p><p>　　CRM不僅是一個(gè)了解對(duì)客戶信息的技術(shù)解決方案,而且CRM可以提供市場戰(zhàn)略關(guān)系并且一直知道顧客所有的事情。這有助于做一個(gè)完美的數(shù)據(jù)收集工作并且了解客戶的需求(唐納森&奧圖爾,2007)</p><p>

90、　　與客戶建立良好的關(guān)系是商業(yè)成功的關(guān)鍵之一。人們?cè)谒麄兊纳钪胁粩嗤麄兊呐笥?、家人、雇主、同事或同行建立人際關(guān)系,。作為人類,我們要堅(jiān)持我們所知道的,這種行為體現(xiàn)在人們對(duì)哪些業(yè)務(wù)組織處理做出的選擇上。建立客戶關(guān)系同我們賣的產(chǎn)品價(jià)格和質(zhì)量一樣重要。、</p><p>　　企業(yè)通過努力建立和進(jìn)一步發(fā)展與客戶長期穩(wěn)定的關(guān)系。事實(shí)上,客戶愿意把這種好的感受告訴他們的朋友。這種“宣傳”的影響絕對(duì)是比企業(yè)進(jìn)行一個(gè)巨大成本

91、的商業(yè)拍攝更有效。談到企業(yè),客戶保留可以比吸引一個(gè)新客戶降低更多成本。據(jù)統(tǒng)計(jì),吸引一個(gè)新客戶需要的成本是維護(hù)一個(gè)老客戶的成本的5 ~ 10倍(Xi,2009)。</p><p><b>　　顧客忠誠</b></p><p>　　客戶忠誠度通常被視為是個(gè)人相對(duì)的態(tài)度和重復(fù)惠顧之間有力的聯(lián)系。客戶忠誠度是當(dāng)今商業(yè)使用最多的短語 (Shaw,2000)。在商業(yè)環(huán)境中顧客忠誠

92、度的概念很重要,因?yàn)樗徽J(rèn)為是一個(gè)有利可圖的鏈接。忠誠是經(jīng)濟(jì)必要性和競爭的必要性(Reichheld,2001)。顧客忠誠度意味著吸引目標(biāo)客戶,以讓他們回購產(chǎn)品。</p><p>　　隨著市場競爭的加劇，客戶的忠誠度已經(jīng)成為影響企業(yè)的長期利潤的決定性因素。作為市場份額的一個(gè)標(biāo)志，顧客的忠誠度比來衡量客戶的市場份額更有意義。這樣一來，企業(yè)的管理者更愿意在提高客戶的忠誠度方面付出更多的關(guān)注，這樣就使企業(yè)在激烈的競爭中

93、獲得關(guān)鍵的競爭優(yōu)勢(shì)。</p><p>　　經(jīng)濟(jì)學(xué)家們?cè)赥OP500企業(yè)的一些研究和發(fā)現(xiàn)表明，忠誠的客戶不僅做回購的企業(yè)的產(chǎn)品和服務(wù)，節(jié)省了企業(yè)的廣告和宣傳費(fèi)用，同時(shí)向自己的親戚和朋友推薦企業(yè)的產(chǎn)品或服務(wù)，。換句話說，這種行為將成為企業(yè)的個(gè)人資源。這是該公司（李，2004年）的主要利潤?？蛻糁艺\度是當(dāng)企業(yè)的營銷與客戶合作的管理者必須更加注重的重要因素?？蛻糁艺\度將幫助企業(yè)擁有長期銷售的穩(wěn)定增長方式，降低營銷成本和利

94、潤不斷上升。</p><p><b>　　1.2主要研究問題</b></p><p>　　1.為什么顧客會(huì)選擇亞馬遜？當(dāng)顧客在網(wǎng)上購物的時(shí)候，什么是顧客最關(guān)心的因素?</p><p>　　2.在電子商務(wù)環(huán)境下如何提高顧客的忠誠度并且最終建立長期的顧客關(guān)系？</p><p>　　2. 文獻(xiàn)與理論框架</p>

95、<p><b>　　2.1關(guān)系營銷 </b></p><p>　　從威爾遜，曼爾，比特納和Gremler（2008）的觀點(diǎn)，營銷不像傳統(tǒng)營銷了。它已經(jīng)成為關(guān)系營銷，現(xiàn)在這意味著客戶還涉及到整個(gè)業(yè)務(wù)流程。誰應(yīng)該把他們的客戶考慮并了解客戶的真正需要（Wilson等，2008）。 “我們一直從交易中心轉(zhuǎn)向關(guān)系營銷?？蛻舫蔀楹献骰锇椋髽I(yè)必須做出長期的承諾，以保持與品質(zhì)，服務(wù)，創(chuàng)新的關(guān)系。

96、“（韋伯斯特，1992）。這意味著關(guān)系營銷在商業(yè)上扮演著重要角色，著眼于保持和改善與現(xiàn)有客戶的關(guān)系比吸引新客戶更重要。這是一個(gè)戰(zhàn)略方向。事實(shí)上，保持當(dāng)前的消費(fèi)者比吸引一個(gè)新顧客成本更低。誰能在留住顧客的上戰(zhàn)略有效誰就能在市場上更成功（Wilson等，2008）。</p><p>　　2.2 顧客滿意度和顧客忠誠度</p><p>　　客戶滿意度直接意味著客戶對(duì)他們對(duì)產(chǎn)品和服務(wù)的提供者的經(jīng)歷

97、和期望的整體評(píng)價(jià)。奧利瓦，奧利弗和麥克米蘭（1992），主要提出“期望不一致”理論，即當(dāng)貨物的實(shí)際情況超出了他們的預(yù)期客戶會(huì)感到滿意。然而，現(xiàn)代提出了產(chǎn)品和服務(wù)質(zhì)量也將直接影響到客戶的滿意度?；炯僭O(shè)是提高了產(chǎn)品的質(zhì)量會(huì)引起滿意度的增加，從而使客戶更忠誠進(jìn)一步提高進(jìn)而獲得更多的利潤。</p><p>　　客戶的滿意是指良好的主觀經(jīng)歷的價(jià)值有著非常良好的關(guān)系（Sallberg，2004年）。這就是“客戶”比較電子商

98、務(wù)企業(yè)的掌聲，這會(huì)導(dǎo)致客戶重新購買“？ （布拉辛與Pettitt，2003）同時(shí)，研究表明電子商務(wù)客戶的滿意度對(duì)他們的忠誠度具有積極的效果（Sallberg，2004）。</p><p>　　客戶忠誠度是一個(gè)公司為客戶傳遞高價(jià)值地不斷的發(fā)現(xiàn)并保持高品質(zhì)的自我強(qiáng)化的系統(tǒng)（而且適用于員工）。</p><p>　　營銷學(xué)定義的客戶忠誠度可以用兩種不同的方式劃分：第一，作為一種態(tài)度的忠誠可以被評(píng)估

99、。建立個(gè)人不同的感受的產(chǎn)品，服務(wù)或組織的整體配件。這些感受定義了個(gè)人的忠誠度。忠誠的第二個(gè)評(píng)價(jià)是行為。忠誠行為的例子來自同一供應(yīng)商，包括繼續(xù)購買服務(wù)，增加的關(guān)系的尺寸或邊界，或建議。用行為來定義忠誠的觀點(diǎn)與忠誠度在服務(wù)管理文獻(xiàn)中的定義相似（Sallberg，2004）</p><p>　　這里有三個(gè)可以被設(shè)計(jì)的客戶忠誠度的措施 (Anders,2000):</p><p>　　?客戶的主要

100、行為——最近的影響,頻率和購買的總和;</p><p>　　?客戶的二次行為——客戶建議、支持和傳播</p><p>　　?客戶的目的回購——這是意味著客戶在將來準(zhǔn)備回購產(chǎn)品或服務(wù)</p><p>　　高的客戶忠誠度對(duì)于經(jīng)濟(jì)效益來說是至關(guān)重要的。當(dāng)他們始終如一地交付更好的價(jià)值,贏得客戶忠誠度,市場份額,收入和盈利能力上升,獲得新客戶的成本會(huì)下降。當(dāng)公司有很多忠實(shí)的客