外文翻譯---影響顧客忠誠度：不同的因素對不同水平的顧客忠誠度有影響嗎(已修改)
2025-06-01 09:44 本頁面
【正文】 標題： Affecting customer loyalty: Do different factors have various influences in different loyalty levels? 原文： Abstract The current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telemunication pany in Estonia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different role on the different levels of customer loyalty. INTRODUCTION Recent years have shown a growing interest in customer loyalty. The globalisation of petition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where longterm success is no longer achieved through optimised product price and qualities. Instead, panies build their success on a longterm customer relationship. According to former studies, it can cost as much as 6 times more to win a new customer than it does to keep an existing one. (Rosenberg et al. 1984: 45) Depending on the particular industry, it is possible to increase profit by up to 60% after reducing potential migration by 5%. (Reichheld 1993: 65) Hence we can see that the increase and retention of loyal customers has bee a key factor for longterm success of the panies. The main emphasis in marketing has shifted from winning new customers to the retention of existing ones. LITERATURE OVERVIEW Segmentation based on customer loyalty There are multiple approaches to customer loyalty. Theories of behavioral loyalty were dominating until 1970 considering loyalty as the function of the share of total purchases (Cunningham 1956:118。 Farley 1964:9), function of buying frequency or buying pattern (Tucker 1964: 32。 Sheth 1968: 398) or function of buying probability (Harary et al. 1962。 McConnell 1968:14。 Wernerfelt 1991: 231). These approaches looked at brand loyalty in terms of outes (repeat purchase behavior) rather than reasons, until Day (1969) introduced the twodimensional concept of brand loyalty, which stated that loyalty should be evaluated with both behavioral and attitudinal criteria. Contemporary researches consider and accent the psychological (mostly attitudinal and emotional) factor of loyalty (Jacoby et al. 1973:2。 Oliver 1999: 34。 Chaudury 1995: 28。 Djupe 2020: 79。 Reichheld 2020: 47). There are also approaches paring loyalty with marriage (Hofmeyr et al. 2020: 53–83。 Lewitt 1983: 89。 Dwyer et al. 1987: 14). These different approaches allow distinguishing customers as whether behaviorally or emotionally loyal. Behaviorally loyal customers act loyal but have no emotional bond with the brand or the supplier whereas emotionally loyal customers do. Jones and Sasser call these two kind of loyalty accordingly false or true longterm loyalty (Jones et al. 1995: 90). Hofmeyr and Rice (2020: 87) divide customers to loyal (behavioral) or mitted (emotional). Emotional loyalty is much stronger and longer lasting than behavioral loyalty. It’s an enduring desire to maintain a valued relationship. The relationship is so important for the customer that he or she makes maximum efforts to maintain it. (Morgan et al. 1995: 24。 Reichheld 2020: 9。 Moorman et al. 1992: 316) Highly bonded customers will buy repeatedly from a provider to which they are bonded, remend that provider to othe
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