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1、JournalofConsumerMarketing,2005(7):96-100MarketingCustomerSatisfactionRHallowellJohnWileyandSons,Inc.Abstract:Customersatisfactionwithacompany'sproductsorservicesisoftenseenasthekeytoacompany'ssuccessandlong-termcompetitiveness.Inthecontextofrelationshipmarketing,customersatisfactionisoftenviewedas
2、acentraldeterminantofcustomerretention.However,thefewempiricalinvestigationsinthisareaindicatethatadirectrelationshipbetweentheseconstructsisweakorevennonexistent.Theoverallpurposeofthisarticleistodevelopaconceptualfoundationforinvestigatingthecustomerretentionprocess,withtheuseoftheconceptsofcusto
3、mersatisfactionandrelationshipquality.Thearticleinvolvesacriticalexaminationofthesatisfaction-retentionrelationship,andthedevelopmentofamorecomprehensiveviewofthecustomer'squalityperception.Keywords:customer;Satisfaction;MarketingFirst,customersatisfactionstrategyistogetamodernenterprisecustomers,H
4、moneyvotes'1magicweaponWiththechangingtimes,thegreatabundanceofmaterialwealthofsociety,customersinthemain一-consumerdemandacrossthematerialhasalackoftime,thenumberoftimesthepursuit,thepursuitofqualitytimetotheeightiesofthe20thcenturyenteredtheeraoftheendconsumersentiment.InChina,withrapideconomicdev
5、elopment,wehaverapidlybeyondthephysicalabsenceofthetimes,thepursuitofthenumberoftimesandeventhepursuitofqualityandageofemotionstodaygraduallyintotheconsumerera.Spendingtimeintheemotion,thecompany'ssimilarproductshavealreadyreachedthesametime,homogeneous,withtheenergy,thesameprice,consumersarenolong
6、erpursuethequality,functionalityandprice,butthecomfort,convenience,safety,comfort,speed,jumpaction,environmentalprotection,clean,happy,fun,etc.,consumersareincreasinglyconcernedabouttheproductwhetherfortheirownlifeenergy,enrich,comfort,beautyandspiritualquality,andexceedconsumerexpectationsinthepre
7、-sale,sale,after-salesserviceandadvice.Inotherwords,peopletodayarelookingforisa"psychologicalsatisfactionandasenseoffulfillment/*thecommodity,highvalueaddedgoodsandservices,thepursuitofvaluesandsenseofdiver