论客户关系管理在市场营销中的运用中英文互译大学本科毕业论文Word格式文档下载.docx

论客户关系管理在市场营销中的运用中英文互译大学本科毕业论文Word格式文档下载.docx

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标题：

CustomerBrandLoyalty

原文：

Abstract

Withtheappearanceofdeceptivesales,poorcustomercareandcrookedpromotion,keepingloyalcustomersbecomesevenmoredifficult.Eventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofasuccessfulcompany.

Keywords:

Customercare,Brand,Customerloyalty,Brandloyalty

1.Backgroundinformationofcustomerbrandloyalty

Sincetheworldisaglobalmarketingnow,competitionamongdiversecorporationshasbecomemoredrastic.Inordertoseizeholdoftheadvantagedpositioninthemarketplace,amassofmarketingspecialistsworkoutmultifariousstrategiestoinsuretheirtriumphforalongtime.Amongtheseadvancedstrategies,developingandmaintainingcustomerbrandloyaltyisconsideredtobeapreferableoptionbymoreandmoreentrepreneurs.Nevertheless,therearestilllotsofpeoplewhorefusetoattempttothistechnique.Theyassertthatitisimpossibletoachievetheidealtarget,especiallyinthedevelopedmarketingeconomy.Onecanclearlyseethateventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofasuccessfulcompany.

1.1Thedefinitionofbrandloyalty

Brandloyaltyisdefinedaskeepingpreferabletoaspecificproductorservice（BNETBusinessDictionary）.Torephraseit,faithfulpurchaserstrendtopaymoneyforthesamebrandofmerchandise,andspeakhighlyofitsvalues.What’more,theybelievethattheirchoiceisbetterthanothers.

1.2Thedevelopmentoftheconcept

Thenotionofpurchasertrustworthinesscamethroughalongtimeandchangedalot.InanarticlebyGonring（2008,p.29）,customerbrandwasgiventhedefinitionofproductqualitybeforethe1980s.Duringthelate1980sandnearthebeginning1990s,itsemphasischangedfromqualitytocustomers.Still,withthecompetitorscomingintothemarketinthelate1990s,satisfyingandcaringmuchabouttheclientsbecameamuchmoresignificantobjectofmanycorporations.Sincethen,peoplehavepaidmoreandmoreattentiononcustomertomakemoreprofits.

1.3Fourtypesofloyalty

Customerbrandloyaltyhasmanyaspects.Rowley（2005,p.574）concludesthattherearefourtypesofloyalty:

captive,convenience-seekers,contentedandcommitted.Captivecustomerspreferrepeatedlypurchasingthesameproduct,serviceandbrandbecauseoflackofopportunitiestosubstituteforalternatives.Convenience-seekersmaynotrespectthebranditself,butlookontheconveniencethatcancarry.Contentedconsumershowever,haveapositiveattitudetoabrand,buttheywon’tattempttosomeextraconsumption.Theperfectoneisthecommitted,whoareactivebothinattitudeandbehavior.

2.Consumerbrandloyaltyhasasignificantpositioninthemarketing.

2.1Regardedasanessentialfeatureofbrandvalue

Itisadmittedlytruethatshopperallegianceforabrandintruthcontributesmuchtomarketing.Accordingtotheconceptofbrandloyalty,itisregardedastheessentialfeatureofbrandvalue.TheAmericanMarketingAssociationgivesittheexplanationas“thesituationinwhichaconsumergenerallypaysmoneyforthesamemanufacturer-originatedproductorservicerepeatedlyovertimeratherthanbuyingfrommultiplesupplierswithinthecategory”or“thedegreetowhichaconsumerconsistentlypurchasesthesamebrandwithinaproductclass”（2006,qtdinMoisescu）.

Theauthordrawsattentiontothefactthatsinceotherdescriptiveaspectsofbrandequity,suchasconsiderablequality,associationsandawareness,allhaveconsanguineousrelationshipwithpurchaseandappreciation,theycanguaranteethelevelofbrandloyalty.Itfollowsthatbrandfidelitymayaddthesatisfactionofotherdimensionsofbrandvalue.Forexample,branddevotionalwaysleadsthepayerstobelievetheperceivedqualityofthebrandisbetterthanothers.

2.2Cutdowncosts

Thisstrategymayfacilitatevendorsexpendlessbutattainutmostmoneyinthemarketing.TheworkofReichheld（2000,qtdinBanasiewicz）revealsthatsellershavetowasteasmuchasfourtimesmoneytoattractnewclientsthantocontinuetheloyalcustomer.Onaccountofthis,theauthorturnedtoaperfectstatistictoprovethiscontention.Hegoesontoindicatethatforanindividualcustomer,youhavetojustspend5percentofwealthforkeepinghisloyalty;

alternatively,youwillreceive75%ofprofitsthathewillbringin.Itcanbecomprehendedasacquiringnewpurchasersexpendmoremoneytoadvertising,giveawayandindustrydiscount.

2.3Lesssensitivetoprice

Typicalloyalpurchasersarelesssensitivetoprice.Becauseofthis,whenaproductmarkup,theywon’tlessenthequantityoftheybuy.ItistheviewofReilly（2008）thatloyalcustomersdeemtheassessmentoftheproduct.Asaconsequence,theystrongbelievetheirchoices.Inthatcase,theytrendtocenterlessontheprice.

2.4Bringinnewpotentialfaithfulconsumers

Thepotentialbenefitthattheloyalcustomersareabletoaddisthattheymaybringinmorenewconsumers.Atthesametime,thesepotentialconsumersarealsopossibletobecomethefutureloyalcustomers.Agoodexampleofthisisthatwhenonerepeatedlybuythesamebrandcosmetic,andconsideritconvenienttouse,hewillrecommendittohisclassmatesandgirlfriend.Hence,thereisnowonderthatpeoplearoundalwaysownthesamebrandofclothesaswellasothercommodity.Incontrast,ifpeoplearoundmecomplainthepoorqualityofabrandtomefrequently,Iwon’tthinkofowningitaswell.

2.5Benefitinglobalmarketplace

Mostofall,intheglobaleconomy,clientbranddependabilitystandsoutasanimportantcompetitiveweapon.Kust（2008,p.24）correctlyarguesthattheworldhasswitchedintoaglobalbusinessinthelast10decades;

developingthebrandloyaltygloballyisessentialtoenterthemarket.Hegoesontoindicatethatinordertokeepatrustrelationshipwiththeirconsumer,corporationsshouldcreateacustomerbrandloyaltyprogramamongcustomers.

3.Difficultiessometimesstopbusinessmenfromworkingoutthetechnology.

3.1Purchasersrefuseloyaltyprograms

Itisapopularbelief,however,thatwemayfindcertaindifficultiestofacewithconsumerloyalty.Firstofall,Consumersarelesswillingtoparticipatetocustomerloyaltyprogramforseveralreasons.Theexcellentconsumerloyaltyprogramconcludesbothrewardsandrecognition;

nevertheless,notwithstanding,thetargetdoesn’tmakesenseinthemodernsociety.Thomas（2009,qtdinSilverstein）drawsattentiontothefactthatwithcustomersfacinganarrayofchoices,theywillbeparticularaboutwhattheybuy;

asaconsequence,wearepayingmoreattentionontherewardsofaproduct.Itmeansthatlittlerewardswon’tsatisfyusanymore.Inotherwords,itisthemoderneconomyenvironmentthatmakesitmoredifficultforthesellerstoremuneratepeople.

3.2Loyalprogramsisincomplete

Yetanotherprimaryreasonfornon-participationisthatcustomershavemorerequirementsonloyaltyprogram.AccordingtoSilverstein（2009）,morethan50%ofaudiencescomplainthatmostloyaltyprogramslookthesame,sotheyloseinteresttobelongtoanyprogram.Worsestill,somepeoplewhooncetookpartinanyloyaltyprogramevendropoutbecauseofthesetworeasons.Atthesametime,somepeoplecontentthatcompaniesentrepreneursshouldn’trelyabsolutelyoncustomerfidelity.Agoodexampleofthisisthatcurrentloyaltyprogramexistssomedrawbackswhichmakeitsfunctionincomplete（2003,Uncles,p.294）.Theauthorexaminesthatmostpeopletrendtopaymoneyfortheproducttheyrequire.Insimplerterms,customerschooseonlyonecategoryofbrandsisanidealcondition.

4.Thereareseveralinfectionsofpurchasers’loyalty.

Whileitistruethatretainingloyaltymeetsalotoftrouble,thereissomethingcanbedonetoreducetherisks.Itcanbeclearlybemaintainedthatfindingthecomplicationofbrandloyaltycanaidussolvetheproblems.Tobeginwith,theyshouldhaveadeepanalysisofthecustomers’purchaseinclination.Forinstance,whattheywouldliketopay,howmuchtheyprefertospentontheparticularkindofgood,andhowoftentheygoonshopping（Neuberger,2008）.

4.1Brandreputation

Enterprisersshouldpaymoreattentionontherelationshipofbrandloyaltyandbrandreputation.ReferencetoSelnes（1996,p.19）revealsthat,brandreputationisoneofthemostsignificantdriverofbrandloyalty,soitisefficienttopursuereputationforbetterconsumerreliability.Toputitbriefly,havingagoodreputationmeansthatcustomersarepreferableforthisproductonattitude;

hence,theywilltakeactiontobuythisproducts.Thatistosay,brandreputationcontributestobrandloyaltybyincreasingwillingnessandbeliefsothattheattitudemaychangetobehavior.

4.2Brandimage

Brandimageplayanimportantroleinbrandbuilding,especiallyincustomerdependability.AsReichheld（2001,qtdinHsiehandLi,p.529）perceptivelystatethatpreferablebrandimagewillleadconsumerstoconceiveaperceptionofanorganization’spublicrelationshippractice,whichmatchesthecorporatereputationbetter.Withthisinmind,customersaremorelikelytoretainoptimisticfaith,attitude,andaction.Itmustbethereforebeacknowledgedthatcustomerloyaltygrowsfastthroughapprovingbrandimage.

4.3Consumers’satisfaction

4.3.1Positiveeffectonasingleproduct

Theevidenceseemstobestrongthatwhenwetalkaboutloyalty,wecan’tforgettomentioncustomersatisfaction.Ha（2009,p.198）hasexpressedtheviewthatsatisfactionisacrucialfactorofthecustomerperformanceandattitude.Intheexample,the