影响顾客忠诚度：不同的因素对不同水平的顾客忠诚度有影响吗？[外文翻译]

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1、标题：Affectingcustomerloyalty:Dodifferentfactorshavevariousinfluencesindifferentloyaltylevels?原文：AbstractThecurrentpaperstudiestheinfluenceofvariousfactorsoncustomerloyalty.Themainhypothesisofthestudyinsiststhatthelistofmostimportantfactorsaffectingloyaltyisdependantonthelev

2、elofloyaltyofcostumers.LOGITmethodwasusedfortestingthehypothesesonthesampleofsurveydataabout1000privatecustomersofthebiggesttelecommunicationcompanyinEstonia.Theresultsrevealthatfouranalysedfactorsaffectingcustomerloyalty(satisfaction,trustworthiness,imageandimportanceofre

3、lationship)areplayingdifferentroleonthedifferentlevelsofcustomerloyalty.INTRODUCTIONRecentyearshaveshownagrowinginterestincustomerloyalty.Theglobalisationofcompetition,saturationofmarkets,anddevelopmentofinformationtechnologyhaveenhancedcustomerawarenessandcreatedasituatio

4、nwherelong-termsuccessisnolongerachievedthroughoptimisedproductpriceandqualities.Instead,companiesbuildtheirsuccessonalong-termcustomerrelationship.Accordingtoformerstudies,itcancostasmuchas6timesmoretowinanewcustomerthanitdoestokeepanexistingone.(Rosenbergetal.1984:45)Dep

5、endingontheparticularindustry,itispossibletoincreaseprofitbyupto60%afterreducingpotentialmigrationby5%.(Reichheld1993:65)Hencewecanseethattheincreaseandretentionofloyalcustomershasbecomeakeyfactorforlong-termsuccessofthecompanies.Themainemphasisinmarketinghasshiftedfromwin

6、ningnewcustomerstotheretentionofexistingones.LITERATUREOVERVIEWSegmentationbasedoncustomerloyaltyTherearemultipleapproachestocustomerloyalty.Theoriesofbehavioralloyaltyweredominatinguntil1970consideringloyaltyasthefunctionoftheshareoftotalpurchases(Cunningham1956:118;Farle

7、y1964:9),functionofbuyingfrequencyorbuyingpattern(Tucker1964:32;Sheth1968:398)orfunctionofbuyingprobability(Hararyetal.1962;McConnell1968:14;Wernerfelt1991:231).Theseapproacheslookedatbrandloyaltyintermsofoutcomes(repeatpurchasebehavior)ratherthanreasons,untilDay(1969)intr

8、oducedthetwo-dimensionalconceptofbrandloyalty,whichstatedthatloyaltyshouldbeevaluatedwith